Hyundai Motor and its luxury arm Genesis said Friday they will not raise vehicle prices in the United States over the next two months, despite new tariff announcements from former President Donald Trump, including a proposed 25% levy on South Korean imports.
The decision follows Hyundai’s strongest March sales performance in the U.S. to date. In response to what it called “dynamic market conditions,” the company unveiled its Customer Assurance program, which guarantees pricing stability for U.S. buyers until June 2, 2025.
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“We know consumers are uncertain about the potential for rising prices, and we want to provide them with some stability in the coming months,” said José Muñoz, president and CEO of Hyundai Motor Company.
Genesis, Hyundai’s premium brand, launched a parallel initiative dubbed the Genesis Cares program, also ensuring no price increases on its U.S. lineup during the same period.
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The announcement comes on the heels of Hyundai’s pledge to invest $21 billion in its U.S. operations, aimed at bolstering electric vehicle (EV) production and adoption. Last month, Hyundai celebrated the official opening of its $12.6 billion Metaplant America EV manufacturing facility in Georgia, which is expected to produce up to 500,000 Hyundai, Kia, and Genesis vehicles annually.
Production at the plant began last October with the 2025 Ioniq 5, which now features up to 318 miles of range and includes a North American Charging Standard (NACS) port, enabling access to Tesla Superchargers.
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Hyundai’s first three-row electric SUV, the Ioniq 9, is also now in production. It is expected to launch in the U.S. soon, offering up to 335 miles of EPA-estimated range and 1,322 liters of cargo space—more than Kia’s EV9. Like its sibling, the Ioniq 9 will also support NACS charging and come equipped with a 110.3 kWh battery.