Hyundai Motor Company is preparing to enter one of the toughest and most competitive vehicle segments in the world: the midsize pickup market. Confirmed during the company’s CEO Investor Day in New York, the long-anticipated truck is expected to arrive around 2028. And unlike the unibody Hyundai Santa Cruz, this new model is likely to adopt a rugged body-on-frame platform — a clear signal that Hyundai is serious about competing globally.
Hyundai Australia executives have emphasized that the company doesn’t want to release “just any ute.” Instead, it aims to build a properly engineered workhorse capable of standing alongside established leaders such as the Toyota Hilux and Ford Ranger. If Hyundai follows through with a traditional ladder-frame construction, it would also position the truck against the Toyota Tacoma and Chevrolet Colorado in North America.
What makes this project particularly intriguing is Hyundai’s evolving electrification strategy. The company has trademarked the names IONIQ T7 and IONIQ T10, suggesting that the midsize pickup could carry the IONIQ T7 badge, with a larger full-size model potentially following. There’s also speculation that Hyundai could introduce an extended-range electric (EREV) version — pairing a battery system with a gasoline generator. Such a setup would offer torque and efficiency while easing range anxiety, a practical solution in markets where charging infrastructure remains uneven.
Hyundai’s collaboration talks with General Motors add another layer of complexity. While platform sharing remains an option, Hyundai appears cautious about differentiation. With aggressive competitors like BYD pushing into the pickup space and brands such as MG expanding globally, the pressure to innovate is intensifying.
The recently unveiled Crater Concept hints at Hyundai’s broader off-road ambitions, possibly previewing a rugged SUV sibling sharing the same body-on-frame architecture — perhaps even targeting icons like the Ford Bronco.
In my view, Hyundai’s measured approach is wise. The midsize pickup market rewards durability, capability, and brand trust — not haste. If Hyundai combines proven truck engineering with forward-thinking electrification, it could carve out a distinctive position rather than merely joining the crowd.
