Hyundai Worldwide Global Navigation
Editorials The Hyundai PALISADE Just Had Its Defining Moment — And It Says a Lot About America
Please use Safari to download the files.
Olabisi Boyle, Senior Vice President of Product Planning and Mobility Strategy for Hyundai Motor North America, explains how real‑world usability and ‘QDR’ shaped Hyundai’s all-new segment-leading three-row SUV, the PALISADE, driving it to victory as the 2026 North American Utility Vehicle of the Year (NACTOY)
In a market where family SUVs compete not only on capability but on the rhythms of everyday life, few vehicles have reshaped expectations quite like the all-new Hyundai PALISADE. Since its debut, it has rapidly earned a reputation as a three‑row SUV designed to meet the real needs of real households. If awards and accolades follow, it’s simply justification of this talent, which is why the Hyundai PALISADE being named 2026 North American Utility Vehicle of the Year (NACTOY) feels especially meaningful — not as a surprise, but as validation of brief.
The award highlights just how central the all-new PALISADE has become to Hyundai Motor Company’s U.S. strategy and to the families who rely on it. The addition of a high‑efficiency hybrid with long‑range usability has broadened the model’s reach even further, while the rugged new XRT PRO gives adventure‑oriented families a more capable expression of the PALISADE’s breadth of ability.
The momentum behind it is unmistakable: PALISADE achieved its best sales year ever in 2025, with U.S. retail growth of about 13 percent compared to 2024, a clear indicator that American buyers are responding to what Hyundai has created. The all-new PALISADE, which began full-scale sales in the U.S. last May, surged past 40,000 retail units in just eight months — with hybrids accounting for a strong 25 percent of the total.
PALISADE’s NACTOY success is just as much a statement about Hyundai’s long-term commitment to the North American market. The company continues to invest deeply in local product development, design, and manufacturing, building vehicles around the realities of American households. This award reinforces that the strategy is working.
Olabisi Boyle, Senior Vice President of Product Planning and Mobility Strategy for Hyundai Motor North America, has been clear about what this award represents.
For her, PALISADE’s success is rooted in how confidently, comfortably, and consistently it supports everyday family life. She emphasizes that the vehicle embodies Hyundai’s core values of Quality, Dependability, and Reliability — not as slogans, but as lived experiences that customers feel from the very first mile. Here she tells us that story:
When you heard that PALISADE had won 2026 North American Utility Vehicle of the Year, what was your immediate reaction — and what did that recognition mean for the team that brought the vehicle to market?
My immediate reaction was that the team is going to feel so seen, because this win isn't about a trophy, it's validation of how they built PALISADE.
It started with real families and real life, listening to unfiltered feedback, and sweating the details that actually matter: the refined ride, the confidence behind the wheel, the comfort and usability in every row, and the exterior presence that feels premium without trying too hard. What this recognition meant for the team is that the world felt what they built.
NACTOY jurors often emphasize real-world usability. How does this win validate Hyundai's focus on family-friendly design — things like comfort, safety, and ease of use — rather than just specs or features?
NACTOY jurors don't only reward big numbers, they reward vehicles that show up for real life. This win validates that Hyundai's advantage is building the most usable package. Yes, PALISADE brings the innovation and the tech, but what pushes it over the top against two very strong finalists is answering the question: “Does it work for me every day?” For families, that means comfort you can feel on mile one and mile 50,000, safety that is intuitive instead of stressful, and ease of use that doesn't require a learning curve.
With the PALISADE, Hyundai builds a vehicle that makes daily life smoother. That is what resonates with jurors and what wins with families.
Since PALISADE's launch, how have families responded to the vehicle, and what feedback have you heard from parents and multi-generational households?
Since launch, the feedback from families has been consistent — and honestly, it's the best kind of compliment: "Hyundai thought about everybody." Parents and multi-generational households tell us PALISADE works for the driver and every passenger, in every row. It has the space for kids, grandparents, gear, and pets, without feeling like a compromise. They love its premium looks, which feel luxurious, and find it still lands at a surprising value.
What we hear most is that it doesn't just compete on paper; it fits their lives better. PALISADE is where affordability meets lifestyle, and the whole family can feel it.
From your perspective, which PALISADE features resonate most strongly with families — whether that's interior space, safety technology, connectivity, or overall ride comfort?
What resonates with most families is how PALISADE makes everyday life feel easier and more confident. The integrated dash cam stands out immediately. It provides real peace of mind in today's unpredictable driving moments. Comfort is equally powerful thanks to the availability of Relaxation seats, heated and ventilated seating, and a quiet, refined drive that reduces fatigue on long trips.
Families also love that we've designed for every passenger, with 100-watt USB-C charging in all rows, generous space for kids, grandparents, and pets, and a cabin that is premium without being complicated. And for the driver, the curved, driver-oriented display continues to be a winner — beautiful, intuitive, and stress-reducing.
Safety is often the top priority for family buyers. How did Hyundai ensure that PALISADE's safety systems and driver-assist technologies were integrated in a way that feels intuitive and reassuring rather than overwhelming?
Safety is only reassuring if it feels calm and intuitive, not overwhelming. With PALISADE, we focused on integrating our Hyundai SmartSense technologies so they work together seamlessly in the background, supporting the driver rather than competing for attention.
Clear visual cues, intelligent camera views, and gentle steering and braking interventions help drivers understand what the vehicle is seeing and why it is assisting. We also paid close attention to how alerts are delivered, using intuitive displays and available haptic feedback so warnings feel informative rather than startling. PALISADE doesn't shout at you; it quietly has your back.
Where does PALISADE sit within Hyundai's overall SUV strategy, and how does it complement other models across the lineup rather than compete with them?
PALISADE sits at the top of Hyundai's family SUV portfolio as our flagship three-row. It is the complete package for households that want space, comfort, and confidence with a familiar ICE powertrain or a hybrid for efficiency. It serves families who want maximum everyday usability and a premium feel without asking them to change their lifestyle overnight.
PALISADE pairs perfectly with the IONIQ 9, our all-electric three-row SUV for families ready to go full EV. Models like our Santa Fe address different needs, have smaller footprints, and support different use cases, allowing customers to choose what is best for them.
At Hyundai, we meet families where they are and give them a clear next step whenever they are ready.
How does the all-new Hyundai PALISADE represent Hyundai's values of Quality – Dependability – Reliability?
The all-new PALISADE reflects Hyundai's values by focusing on what families trust most: quality they can feel, dependability they can count on, and reliability proven over time. From its refined materials and quiet, confident ride to its integrated Hyundai SmartSense safety technologies, PALISADE is engineered to work seamlessly and consistently. Hyundai reinforces that confidence with rigorous testing and one of the industry's strongest warranties, reassuring families well beyond the showroom.
Hyundai has received growing recognition across multiple segments in recent years. How does PALISADE's 2026 NACTOY win contribute to the brand's broader momentum in the U.S. market?
PALISADE's 2026 NACTOY win is powerful because it reinforces the momentum Hyundai has been building across the U.S. market, momentum grounded in product excellence. Independent recognition like this helps close the gap between what many customers already experience when they drive a Hyundai and what the broader market may still be discovering.
It signals that our vehicles aren't just competitive, they are setting benchmarks. When respected jurors validate PALISADE as the best new SUV, it gives shoppers confidence to take a fresh look and see the quality, refinement, and real-world usability that Hyundai teams have been delivering consistently.
As you look at the SUV segment over the next five years, what shifts in U.S. customer behavior or expectations do you believe will matter most — and how is Hyundai preparing for them?
Over the next five years, SUV buyers in the U.S. will demand three things at once: affordability without downgrading, powertrain choice without confusion, and technology that earns trust rather than adds stress.
These families want capability and style, easy charging if they go EV or real efficiency if they go hybrid, along with a vehicle that works every day. Hyundai is preparing by building a portfolio that meets people where they are with ICE, hybrid, and full EV, making the experience feel more complete through connected services and over-the-air updates that keep vehicles current without disrupting life.
Expectations around identity and presence are shifting, too. SUVs are becoming more expressive, more rugged, more confident — more “I chose this on purpose.” You can see that direction in our growing XRT strategy, including more capable, adventure-ready executions like PALISADE XRT PRO. The next era will be won by the brands that build SUVs that feel America-ready for the way families actually live.
Finally, what does this win say about Hyundai's long-term commitment to the North American market, and how should customers and industry watchers interpret PALISADE's success in that context?
PALISADE's NACTOY win is a signal that Hyundai's commitment to North America is long-term, structural, and getting stronger. We invest here, build here, and design products around how American families actually live. PALISADE's success is proof that the strategy is working.
When you combine deep local commitment with disciplined product development, you get a vehicle that wins where it matters: real-world family use, earned trust, and repeatable excellence. The win is evidence of a market-by-market promise to its customers that Hyundai intends to keep year after year and generation after generation.
PALISADE’s Promise to the People That Matter — Hyundai’s Customers
Olabisi Boyle’s perspective makes clear why the PALISADE stands apart in today’s crowded SUV landscape. Its success is built on the everyday strengths that families value most: comfort that endures, safety that reassures, and usability that simply makes life easier. Those traits, delivered with Hyundai’s long‑standing commitment to quality, dependability, and reliability, have positioned the PALISADE as a genuine benchmark.
Hyundai’s NACTOY recognition affirms what many American households already value in the vehicle. It also reflects Hyundai’s deeper investment in the North American market and its belief that products should be designed to integrate with how people actually live.
As Hyundai continues to expand its lineup and refine its approach, the PALISADE’s achievement signals more than a win. It represents a blueprint for how meaningful, real‑world excellence can take shape in the modern SUV era.
Sunwoo Kim
sunwookim@hyundai.com
Global PR Team 2 · Hyundai Motor Company
Disclaimer: Hyundai Motor Company believes the information contained herein to be accurate at the time of release. However, the company may upload new or updated information if required and assumes that it is not liable for the accuracy of any information interpreted and used by the reader.
About Hyundai Motor Company
Established in 1967, Hyundai Motor Company is present in over 200 countries with more than 120,000 employees dedicated to tackling real-world mobility challenges around the globe. Based on the brand vision ‘Progress for Humanity,’ Hyundai Motor is accelerating its transformation into a Smart Mobility Solution Provider. The company invests in advanced technologies such as robotics and Advanced Air Mobility (AAM) to bring about revolutionary mobility solutions, while pursuing open innovation to introduce future mobility services. In pursuit of sustainable future for the world, Hyundai will continue its efforts to introduce zero emission vehicles equipped with industry-leading hydrogen fuel cell and EV technologies.
More information about Hyundai Motor and its products can be found at:
https://www.hyundai.com/worldwide/en/ or Newsroom: Media Hub by Hyundai
