Hyundai Motor's flagship sport utility vehicle (SUV) “Palisade,” which is enjoying explosive popularity in Korea, will debut in the U.S. market next month.
The Palisade for the North American market will be loaded onto export vessels at Ulsan Port this week. The initial export volume will be around 2,000 units that have been produced at the Ulsan 4 plant in Korea since mid-April. Several hundred units will be loaded on each of the vessels to be transported to the United States.
The ships will arrive in the United State early June at the latest. Most of the initial volume will be used for display at Hyundai dealerships or for test drives. Experts say that they will go on sale starting this July. Hyundai plans to ship an additional 3,000 units to the United States by the end of May.
Hyundai has not revealed the Palisade's sales target in the North American market. But industry insiders say that it will be similar to the target set for Kia's Telluride. "Kia's Telluride has been selling in the U.S. market for more than 5,000 units a month thanks to its explosive popularity. The Hyundai Palisade will have a strong competitive edge in consideration of Korean consumers’ responses to the model and the popularity of large SUVs in the United States," said an industry watcher. “If the Palisade officially goes on sale in the United States, its monthly sales target will be at least 5,000 units,” he added. If the Palisade achieves 60,000 units in yearly sales, it will account for about 10 percent of Hyundai's U.S. sales (670,000 units) in 2018.