Hyundai just confirmed what truck fans have been hearing whispers about for years. The Korean automaker is bringing a proper midsize pickup to America before 2030, and they’re backing it up with a massive $2.7 billion expansion of their Georgia factory. This isn’t some half-hearted experiment. Hyundai wants a serious piece of the truck market, and they’re spending big money to make it happen.
- Hyundai’s new body-on-frame midsize pickup will compete directly with the Toyota Tacoma, Ford Ranger, and Chevy Colorado when it arrives before 2030.
- The Georgia Metaplant expansion will boost production capacity to 500,000 vehicles annually by 2028, creating 3,000 new jobs.
- Hyundai plans to build 80% of its US vehicles domestically by 2030, with hybrid and electric powertrains playing a major role in the truck lineup.
A Real Truck This Time
Santa Cruz is fine for what it is, but it’s not fooling anyone into thinking it’s a real truck. That’s why CEO José Muñoz stood up at their investor presentation and confirmed a body-on-frame midsize pickup is coming to North America before 2030.
This is a totally separate project from the GM-developed truck they’re planning for South America. Hyundai is handling development in-house, likely getting help from sister brand Kia, which already sells the Tasman pickup in Australia. That truck uses a 2.5-liter turbo four-cylinder and eight-speed automatic, the same powertrain found in Genesis models.
Toyota’s Tacoma absolutely dominates this segment, selling over 204,000 units through the first three quarters of 2025. That’s double what the second-place Chevy Colorado managed. Hyundai wants a piece of that action.
Georgia Gets Even Bigger
Hyundai’s Metaplant in Ellabell, Georgia, opened in 2024 with capacity for 300,000 vehicles per year. Now they’re dropping another $2.7 billion to add 200,000 more units of annual capacity by 2028. When finished, the plant will eventually pump out 500,000 vehicles annually, including 10 different hybrid and electric models.
This whole operation is creating serious jobs. Right now, the plant employs 3,129 people, but that number should hit at least 8,500 by 2031. Add in indirect jobs from suppliers and support businesses, and you’re looking at over 100,000 employment opportunities.
Why Trucks Matter So Much
Muñoz called the midsize pickup segment one of the largest and most profitable in the industry. Americans bought midsize trucks at a rate that pushed the entire segment up 12.8% in 2025. Competition is fierce. Toyota’s Tacoma starts at $31,590, the Chevy Colorado at $32,400, and the Ford Ranger at $33,350. Hyundai will need competitive pricing to break through.
Hybrid Power and Modern Tech
Don’t expect Hyundai’s truck to show up with just a standard gas engine. They’re already building a hybrid Palisade with 329 horsepower that could easily work in a truck. Toyota already sells a hybrid Tacoma, and buyers are responding well to it. Hyundai would be smart to offer multiple powertrain options, including a strong hybrid setup that can compete on both capability and fuel economy.
Building Where They Sell
By 2030, Hyundai wants to build more than 80% of US-market vehicles domestically, using 80% local content. American buyers increasingly care about where their vehicles are built. A Georgia-made Hyundai truck has better optics than one shipped from overseas.
Localization covers assembly plus the entire supply chain. Hyundai parts department operations will need to expand to support higher production volumes and new truck models. The buildout includes everything from stamping plants to a new steel mill.
The Challenges Ahead
Hyundai faced a setback in September 2025 when ICE raided their battery plant construction site and detained 475 workers. That incident delayed the battery plant opening by two to three months. But Hyundai reconfirmed the $2.7 billion expansion shortly after, signaling they’re committed for the long haul.
Getting a brand-new truck to market by 2030 gives Hyundai less than five years. That’s tight for engineering a body-on-frame pickup. Kia’s Tasman has an angular design that probably won’t fly in truck country, so Hyundai will likely tie the styling to their current “pixelated” language seen on the Santa Fe.
Can They Pull This Off?
Breaking into the midsize truck market isn’t easy. These buyers are loyal, and many grew up driving Toyotas or Fords. Nissan’s Frontier struggles despite being solid. Honda’s Ridgeline never threatened the leaders.
But Hyundai has built credibility with American buyers over the past two decades. Santa Fe and Tucson SUVs are everywhere. Palisades win awards. People trust the brand now. With competitive pricing, strong warranties, and modern tech, they’ve got a shot. They’re entering while midsize truck sales are growing, and younger shoppers care more about features and value than nameplate heritage.
Your Next Truck Might Wear a Hyundai Badge
Five years ago, a Hyundai body-on-frame pickup competing with the Tacoma would have seemed ridiculous. But the market has changed. They’re investing billions in American manufacturing, developing powertrains that make sense for truck buyers, and betting big on a segment where they currently have zero presence.
Expect the reveal around 2027 or 2028. By 2030, Hyundai plans to sell over 1.4 million vehicles annually in North America. This truck is a key piece of that puzzle, potentially bringing in buyers who never considered a Hyundai before. Will it work? Ask again in 2030. But Hyundai’s not approaching this casually. Toyota, Ford, and Chevy should probably pay attention.
