The Boldest:
The all-new TUCSON World Premiere in New York
4 minute read
October 13, 2026
On October 1 (local time), the all-new TUCSON World Premiere took place in New York with the Manhattan skyline as its backdrop. With global media and influencers in attendance, TUCSON took to the runway with a striking presence fit for ‘The Boldest SUV.’
A New Chapter for a Global Icon: The all-new TUCSON
The World Premiere aimed to consistently deliver TUCSON’s ‘The Boldest’ message, highlighting its capability to accommodate both complex urban scenarios and outdoor lifestyles.
Within the U.S., TUCSON’s largest market for sales, New York became the stage as a city where opportunities are given to those bold enough to take on a challenge. From the journey toward the venue to the unveiling, exhibition, and hands-on experiences of the vehicles, every chapter offered a vivid look at TUCSON’s bold character.
The Beginning of the Boldest Journey
Media and influencers stepped aboard a ferry for a special journey across the East River, overlooking the Manhattan skyline. Arriving at the dock, oversized typography decorating the venue’s exterior wall caught eyes and set the scene for a grand entrance.
As the main event began, TUCSON’s standard model and the off-road-inspired XRT PRO took to the runway, drawing the audience deeper into the experience.
TUCSON’s Value, Competitiveness, and Innovation
In his opening speech, José Muñoz, President and CEO of Hyundai Motor Company, outlined a vision for future growth built on the strong business performance of Hyundai Motor Group and Hyundai Motor Company. Highlighted were major investment plans spanning the U.S. and Korea, together with the expansion of future businesses centered on robotics. He then unveiled TUCSON, a global bestselling model that will make that vision possible.
So when we redesign this car, we are not working on one model.
We are working on the center of our business, for customers on six continents.
— José Muñoz, President and CEO of Hyundai Motor Company
SangYup Lee, Head of Hyundai and Genesis Global Design, offered an in-depth look at the inspiration behind TUCSON and the craft that brought it to life.
Its bold exterior shaped by the ‘Art of Steel’ design language, its intuitive and safety-focused cabin guided by the ‘Art of Comfort’, and the rugged character of the XRT PRO together define a new direction for an SUV capable both in the city and in the great outdoors.
From the way TUCSON holds its ground, to the way it supports you inside—boldness is expressed through every detail. — SangYup Lee, Head of Hyundai and Genesis Global Design
JinHwan Jung, Head of Vehicle Development Tech Unit 2, underscored the development goal of delivering uncompromised value, led by the Next-generation Hybrid System’s fuel efficiency and driving performance—‘Intelligent Efficiency.’
Intelligent Efficiency is precise control that adapts to driver’s intention and road conditions by delivering optimal efficiency and performance. — JinHwan Jung, Head of Vehicle Development Tech Unit 2
Eric Wood, Head of Product Experience at 42dot, then shared the vision for Pleos Connect ‘Everyday Progress,’ designed to elevate daily life through continuous updates.
The experience becomes easier to use, more intelligent, and more capable throughout its life. — Eric Wood, Head of Product Experience at 42dot
From Sketches to Vehicle: Details Brought to Life
Also displayed outdoors on the pier, TUCSON stood in harmony with the Manhattan nightscape, its boldness coming into sharp focus. Indoors, early sketches revealed the thinking behind the design, while a full-scale transmission model showcased the core of the Next-generation Hybrid System.
Guests also stepped into the vehicles to explore the key functions of Pleos Connect firsthand. Across the outdoor and indoor spaces, media and influencers examined the vehicles and exhibits in depth, capturing the details that define TUCSON.
The New Journey to Begin with TUCSON
The World Premiere delivered an impactful introduction to the all-new TUCSON as Hyundai Motor Company’s hero model, spotlighting its bold design, hybrid technology and Pleos Connect that set it apart from the competition.
Now, a new journey begins for ‘The Boldest SUV’—one that will bring greater value to everyday life for customers around the world.