It doesn’t happen often, but an automaker does sometimes steal an auto show. Every other brand will send out teasers of their vehicles early or, perhaps, send outlets all of the information early and under embargo. One brand, though, keeps quiet until right before and unveils something no one was expecting. I think Hyundai is up to that at the New York Auto Show.
There are some classic examples of this from the past. Ford, at the 2015 North American Auto Show, unveiled the most recent generation of Ford GT with essentially no warning. It was a car that was such a secret that few inside the company had even seen the GT before the unveil and, well, I’m sure other cars were showed that year, but I can’t remember a single one. GM did something similar in 2013 when Mark Reuss dropped the Zeta-platform Camaro Z/28 on a mostly unsuspecting crowd.
I’m starting to get those vibes from Hyundai’s event at the New York Auto Show, which comes with absolutely zero details. I even have a theory as to what it could be, although it’s purely a theory at this point.
Corners And Doors, Kid
I love this quote from the Detective Miller character from The Expanse TV show and the books. “Doors and corners, kid. That’s where they get you.” Basically, what he’s saying is that people tend to look in the obvious places for danger, but it’s when you rush into a situation that you find yourself in the most trouble.
When I got the schedule for next week’s New York Auto Show, I did what I think most writers probably do these days. I peeked at it to see what was there that was actually worth covering and then moved on with my day. There was something that itched, though. Something slightly off.
Here’s what the schedule looks like:
Ok, the World Car Awards are happening, but that’s no big deal. Kia is going to show the new version of the Seltos in North America for the first time. Subaru has already teased what is most likely its version of the new Toyota Highlander EV. Chrysler has the new Pacifica. Dodge has the new V8 Durango. I’ve got the Ford release under embargo, and all I’ll say is that it’s not going to break the Internet. I’m pretty sure Honda’s deal is its micromobility delivery thing, Infiniti already showed the QX65, and Volkswagen told us that it’s going to be a new Atlas.
Hyundai is the one bit on the schedule I don’t know, and that’s even more amusing because Hyundai has invited a ton of journalists to the auto show (myself included) to stay at a hotel, meet with designers, and see… something. CEO José Muñoz is even going to be there doing a panel right afterward. I’ve polled fellow journalists on this trip and no one knows anything. It’s all a secret. Hyundai’s PR is also being tight-lipped.
My spidey sense tells me something is up.
I Think It’s Probably A Truck Or A Bronco/Wrangler/4Runner Fighter, But There Are Other Options
There are a lot of things this could be, and I think the one that makes the most sense to me is the early concept for the Hyundai midsize truck or the more production-ready Hyundai Crater SUV. As I said yesterday, Hyundai is planning to announce 36 new or refreshed models in the next four years. One of those models will definitely be an EREV truck, and another might be the production version of the Crater.
We’re at a sort of weird place in the calendar where the next major car show in the United States isn’t until Los Angeles in November, so this is the last show for nearly half a year to show off an American-specific vehicle as opposed to a global one. Because of the Chicken Tax, any truck made by Hyundai is probably going to be made in the United States.
But what if it’s not that?
The Hyundai N 74 Vision is supposed to go into production, eventually, and maybe Hyundai has a more production-intent concept or details on the powertrain (unless it’s going to continue to use hydrogen). That doesn’t feel right to me, but it’s a possibility.
A bit more boring would be the 2027 Elantra, but that’s a global car that’s likely to get a global reveal. The new Tucson? Maybe, but I’d expect embargoed information about that. You don’t keep those cars a surprise before you launch them. Hyundai does have an eVTOL air taxi via Supernal, and robots via Boston Dynamics, so it could be something along those lines. I’ve personally been clamoring for the Hyundai Staria van. Hyundai makes great vans and New York is a great place to show van.
Or it could just be a trim of something and I’m getting excited for nothing. Any guesses? Am I right or am I fishing for excitement?
My bet would be on a new Tucson, with the design language of the Crater.
I can see it. Would put it more in line with the Santa Fe redesign from a few years back.
If said release is their midsize EV pickup this is really bad news.
Reveal of Ford’s first iteration of its UEV may not shake the internet, yet my guess is that a NY Auto Show reveal of the BEV pickup would cause quite the stir.
My money would be on a new update for a trim package for either the F-150 or Mustang, or maybe a new Raptor update. Meh.
I’m ready to see an SUV built on the UEV platform, as wishing for a high-riding all-wheel drive Fusion-size wagon only leads to disappointment…
I feel like even if it’s bad it’ll still be real big news, this feels more like it’s a facelift for the Explorer or something equally rote and unremarkable
A car with a good steering wheel that doesn’t fly off while you’re driving.
“I’ve got the Ford release under embargo, and all I’ll say is that it’s not going to break the Internet”
… dang, I missed the NOT in the above sentence
It’s another not-particularly-special parts-bin-and-graphics edition Mustang:
https://fordauthority.com/2026/03/2026-ford-mustang-tld-signature-edition-package-full-photo-gallery/
I feel like we’re back in the 70s – super expensive gas and what looks like Ford’s 2026 version of the Mustang II King Cobra.
It feels like the big 3 like to bring up the 60’s and 70’s a lot.
Brother, Glory Days by Bruce Springsteen is over 40 years old at this point
A $20k EV truck with 200 miles of range for deliveries would match the zeitgeist currently.
Slate truck, almost. No?
Pretty sure it’s just going to be the GV60 Magma and G90 Wingback. I don’t see Genesis getting it’s own time slot in the schedule snapshot in the article.
Those are going to be shown at a separate event.
HMGMA-built $25k EREV subcompact crossover to preemptively out-Slate Slate. They’ll call it the Ioniq 4 and to tout the versatility and affordability the tagline will be “Ioniq 4 All”
Although I suppose if it was a sport sedan, they could homage to Detective Miller: “Ioniq 4 Doors, Ioniq 4 Corners”
I would buy one!
“Ioniq 4: It keeps the rain off your head.”
Can’t see them using the Ioniq # naming convention on an EREV, but I could be wrong.
Hoping for a Kia Busan and a Hyundai Houston or San Antonio
KillingCrushing it?I think they’ll announce that they’ve been secretly partnered with Donut Labs and next year’s entire lineup is full of their solid state batteries.
Next installment in their “I Donut Believe” campaign drops 2 hrs prior to Hyundai’s slot in the auto show program. If it had been simultaneous, I’d be fetching my tinfoil.
New York does badly need a new Van taxi (the TOT NV200s are aging quickly, and the Transit Connects which replaced them are not very good and already discontinued).
But it’s not that.
I see a lot of RAV4s around in taxi livery.
RAV4s don’t have an ADA conversion.
Last time I was there (Nov 2025) it seemed like most had been replaced by hybrid Siennas already.
There’s still plenty of the older vans in the taxi line at JFK and LGA
It’s an autonomous lifestyle mobility solution. Duh.
Mention that it has integrated AI, too, that’s so hot right now
and sCrEENS.
A production Crater would be interesting to see. The concept in Toronto was neat… but a little too car show-y. I’d like to see whether it’s Ioniq 5 or Ioniq 6.
That’s not a show-stopper though. It’s just another truck.
The N74? In production form? I think enthusiasts would talk about that endlessly… Hyundai deciding they wanted a legit Z/Supra/Mustang/Celica/Whatever competitor is about as unlike them as you get.
I’d think a much-normalified version of the Crater could happen. Looks-wise 40% Crater, 30% Wrangler/Bronco, 30% Santa Fe. Capability-wise, 40% Wrangler/Bronco, 60% Santa Fe. Interior, Santa Fe.
The N74? I don’t know. As to styling, it can be seen as wicked awesome (I lean that way), or as bad AI product of ‘70s folded paper car crossed with industrial HVAC ductwork layout’ (I also lean that way). Some people dislike the Kia K4 just because of how the C pillar is styled, and the concept is that times fifty. It’s been a long time since the Hyundai Genesis Coupe, which I think was the last sporty car in the brand that wasn’t a sporty trim of an economy car model. Maybe with a hybrid/ICE powertrain and toned down styling, they might try it.
The staria van is awesome. We use them for work and you can cram a ton of stuff/people in them
Go fish.
First of all, I appreciate weekend updates. Thank you. I’m thinking Hyundai wants their own mini van. The big wish for most is a body on frame pickup. It’s high time for a new Tucson, Sonata, and Elantra. What would butter my bread is a two door Sonata.
That was a Zeta platform car. The Alpha Camaro came later and there was never an Alpha Z28.
Correct – and the reveal was in 2013, not 2014.
Good catch, thank you
#iworkforgm 🙂 – That car and the Alpha car were definitely talked about concurrently at that time (and Alpha Cadillacs were around?). One being the peak of the old, the other being the next big thing. I got to work briefly with the chief engineer of the Alpha Camaro on a small project related to it’s launch. Had camo’d ones around etc.
The Staria whips ass. Please bring it to the states, Hyundai.
But does it whip the llama’s ass?
It really does!
I saw a PV5 at the local Target charging station a couple of weeks ago and I also thought it whips ass. But the Staria is prettier.
So much of my best advice has come from Thomas Jane.
Rewatching the series RN. Still great although some of the station sets are so cheese.
The Expanse is absolutely amazing sci fi.
There’s a YouTube channel I watch and the presenter used to work at the Toronto Studio that did the sets and special effects. The channel is about guitar repair and setup.
https://m.youtube.com/channel/UCOXNPo7CtnzzZ9A4GyQ6Tog
Dave is funny, profane, cynical and informative in varying amounts.
It’s difficult to pull off, but all outlets should stay silent until at last three days after the embargo. So manufacturers have essentially no control. Independent channels will always be the first, and that is how it should be.
The Staria van is too beautiful for the US. We want our minivans to look frumpy so we can feel good about not buying them.
I’m gonna have to say no. If it looks like that suv it won’t steal anything, thats vaporware and gross even if it wasn’t. That N74 will never be mass produced, but is beautiful and I love it.
Honestly, that whole day looks like a waste of time, I see why shows have slowed down. At least you can leave after lunch as infiniti and vw aren’t worth sticking around for if you do go.
The way things have been going lately, I’m hoping for a second-generation Hyundai Excel for $4995. (A/C optional).
The second generation Excel started at $7190 in its final model year, which works out to $15,850 today. Which, would actually still be pretty great, would undercut a new Elantra by almost 7 grand
Have rented a few Elantras and Kia K4s. Perfectly cromulent cars for most of us. May end up with one when it is finally time to give up the unkillable Corolla.
In India they sell various cars like the Exter or i10 for under ₹6 00 000, or USD$6400. Even with federalization they could get them here for sub-$15k, but good luck convincing anyone to buy one.
I think plenty of people would, but you’d have to set up a whole dealer network and marketing organization from scratch, pay for federalization, and navigate the tariff issue, and still somehow turn a profit on very low priced cars. Its a risk no Indian automaker would take for themselves, not enough upside to be worth it, given what they can already sell in other markets, and there’s no US investors looking to pull a Malcolm Bricklin and do it themselves
Hyundai would set up a new dealer network to sell Indian-specific models? Are their existing franchises not already shitty enough? ????
I was thinking more about Indian automakers, but no way in hell is Hyundai bringing anything cheaper over here, there’s no compelling reason for any automaker already in this market to do that, as long as they can get customers financed at existing prices
As one would expect since the Excel was a subcompact car and the 2026 Elantra is a midsize sedan.
1994 Elantra w/ auto was $11,074 ($24,688 in 2026)
1994 Sonata w/ auto was $13,204 ($29,412 in 2026)
2026 Elantra starts at $22,625
2026 Sonata starts at $27,450
Yeah, but they no longer offer anything in that segment at all, and even the Accent started at over $18,000 in 2026 dollars in its final model year, back when they still had that
Nobody offers a subcompact in the USA today because they don’t sell enough to bother spending the money to federalize them. That is down to regulations and tariffs. IF a company could import an EU spec subcompact without any changes we would like still have some.
The last subcompact left is the Fiat 500e
SUv aLl TeH tHinGS!
Companies make what sells. Odd concept for some I know.
New York is not Shelbyville, I’m thinking Monorail.
I’m holding out for an Italdesign Pony EV Coupe.