Hyundai challenges Tesla with large electric SUVs

Hyundai Motor Company reveals a silhouette of the “Ioniq 9” ahead of the LA Auto Show. (Hyundai Motor)

Hyundai Motor Group is making a bold push to solidify its foothold in the North American market with a high-profile showcase at the 2024 LA Auto Show in Los Angeles. The South Korean automaker is unveiling a lineup of large electric SUVs tailored to the preferences of American consumers, signaling its ambition to rival Tesla, the dominant force in the region’s EV sector.

The 2024 LA Auto Show, held at the LA Convention Center, opens Wednesday and runs through December 1st, 2024. Hyundai Motor and Kia have prepared some of the largest exhibition booths among global automakers, ready to welcome attendees.

Hyundai will debut its large electric SUV, the Ioniq 9, at a “world premiere” event held a day before the auto show’s official opening. The Ioniq 9, based on the dedicated EV platform E-GMP, features an “aeroesthetic” design that combines aerodynamics and aesthetics, along with spacious interiors that can accommodate up to seven passengers. With a driving range exceeding 500 kilometers on a single charge, the vehicle is set to attract significant attention during the event.

Kia, meanwhile, is unveiling the EV9 GT, a high-performance version of its popular EV9 electric SUV. Positioned as a premium model, the EV9 GT is expected to generate strong interest from North American consumers.

U.S.-based weekly magazine Newsweek recognized both vehicles as part of its “America’s Most Anticipated New Vehicles 2025” list.

In addition to these electric SUVs, Hyundai will present its hydrogen fuel cell concept car, the NEXO INITIUM. Marking the brand’s first hydrogen-powered passenger vehicle in seven years, it offers a driving range of up to 650 kilometers per charge and introduces a new “Art of Steel” design language, emphasizing the material’s natural elasticity and strength. The NEXO INITIUM is slated for release in the first half of 2025.

Kia will also showcase its first pickup truck, the Tasman, reflecting the growing importance of this segment in the North American market. Visitors can expect strong interest in the Tasman as it makes its debut at the auto show. Kia also plans to exhibit its recently updated Sportage, an SUV featuring enhanced design elements and advanced safety and convenience features. The Sportage competes with popular models like the Toyota RAV4 and Honda CR-V in the U.S. compact SUV market.

This year’s LA Auto Show also features a diverse range of global automakers, including Toyota, GMC, Ford, Jeep, and Chevrolet. Many of these brands are showcasing electric versions of popular pickup trucks and large SUVs, aiming to strengthen their presence in the competitive EV market. Unlike other recent motor shows, however, the event is notably devoid of Chinese automakers.