Hyundai Motor's new Tucson drew more than 15,000 orders on its first day of sales, setting a record for the model. More than four in 10 buyers chose the top trim, and hybrid versions accounted for more than half of orders — a sign that advanced features and fuel economy are outweighing price in new-car purchases.
15,045 Orders on Day One, a Tucson Record
The compact sport utility vehicle, called "The All-New Tucson," took 15,045 orders on the first day it opened for booking, Hyundai Motor said on Oct. 22.
That is 4,203 more than the 10,842 first-day orders for the fourth-generation Tucson, which debuted in September 2020, a gain of about 38.8%. It is the highest first-day total for any Tucson.
The Tucson is Hyundai's flagship SUV, with cumulative global sales topping 10 million units. The new model focuses on expanding interior space and convenience features beyond the usual bounds of a compact SUV.
Its wheelbase — the distance between the centers of the front and rear wheels — now trails that of the midsize Santa Fe by just 30 millimeters, strengthening its interior-space credentials. The exterior adopts "Art of Steel," Hyundai's new design direction, setting it apart from the previous model.
Hyundai attributes the strong early demand to a lineup strategy that broadened popular features on base models while concentrating advanced technology in higher grades.
First-day orders, however, differ from actual deliveries or final sales. Whether the early interest translates into sustained sales will determine how the model ultimately performs.
Why Four in 10 Buyers Pick the Top Grade
The most popular version was the top-end Inspiration trim, which accounted for 44% of orders. The base H-Pick trim took 33%, the mid-tier Exclusive 22%, and the XRT, which carries a dedicated design, 1%.
The Inspiration's share rose 15 percentage points from 29% previously to 44%. The trim comes standard with features including Pleos Connect, built around a 17-inch display, Highway Driving Assist 2 and dual wireless smartphone charging.
By also broadening key safety and convenience features on the base trim, Hyundai appears to have targeted both buyers seeking premium equipment and those focused on price.
Hybrid versions rose to 55% of orders from 48% previously, overtaking gasoline models. Hyundai improved output and fuel economy with a next-generation hybrid system. The gasoline model gained 13 horsepower in peak output and now comes with an eight-speed automatic transmission.
For the 1.6-liter turbo gasoline version, prices start at 31.4 million won for the H-Pick, 35.3 million won for the Exclusive, 36.8 million won for the XRT and 37.9 million won for the Inspiration. Hybrid models range from 36.15 million won to 42.7 million won.
Muñoz Says U.S. Dealers Are Asking for More Vehicles
With SUV demand rising among younger buyers who value outdoor activity and cargo space, attention is turning to whether the new Tucson can surpass the popularity of its direct rival, the Kia Sportage.
The Sportage was the best-selling vehicle among buyers in their 20s in the first half of this year, according to Carisyou Data Research Institute. It also ranked second among buyers in their 30s and fifth among those in their 40s.
Hyundai is counting on overseas growth as well as domestic sales. The new Tucson will be built at plants in Ulsan, Alabama in the U.S. and the Czech Republic, with a North American launch planned for the first quarter of next year.
Hyundai Motor President José Muñoz acknowledged pressure to raise prices from higher raw material and logistics costs at an unveiling event for the new Tucson in New York on Oct. 1, but said the company is focused on maximizing value for the money.
He also expressed confidence in the sales outlook, saying U.S. dealers are asking for larger vehicle allocations and that the Tucson will reach record sales.