Hyundai and Genesis have announced that they will freeze prices on all new vehicles until June 2, 2025, aiming to give buyers reassurance and breathing room amid mounting uncertainty.
With the introduction of steep tariffs under former U.S. President Donald Trump—particularly a 25% levy on vehicles—industry-wide price hikes appear imminent, potentially adding thousands of dollars to new car costs.
In response, Hyundai and Genesis are standing firm on current pricing, opting not to adjust MSRPs during this period. This decision comes as part of a broader industry scramble to mitigate the turbulence. While brands like Ford and Stellantis have opted for employee pricing strategies, Hyundai and Genesis are offering their own price protection measures.
Hyundai’s initiative, titled the “Customer Guarantee,” was crafted as a proactive step to counteract potential economic disruptions and looming tariff effects. Through this program, the automaker assures buyers that pricing will remain stable until early June.
According to Hyundai, this effort is designed to ease consumer anxiety, support financial planning, and allow customers to make thoughtful vehicle choices. It follows a surge in showroom traffic in the previous month, indicating heightened consumer interest.
Randy Parker, CEO of Hyundai Motor North America, noted that maintaining current MSRPs reflects the brand’s deep commitment to its customers. He acknowledged the economic challenges facing buyers and highlighted Hyundai’s desire to sustain the strong momentum seen in March and throughout the first quarter.
The company also pointed to its robust U.S. manufacturing footprint, which it says enhances its ability to adapt swiftly to market fluctuations. This agility, Hyundai explained, positions the brand to deliver suitable models at competitive prices in a timely manner.
Genesis, targeting premium car buyers, has mirrored Hyundai’s strategy with its own price-hold pledge across the entire model range. Although branded differently, the core promise remains the same: price consistency through the next two months. CEO José Muñoz stressed that this step is part of a wider commitment to delivering exceptional vehicles, reinforcing U.S. investment, and preserving countless jobs in the company’s most critical market.
As of now, Kia has not made a formal announcement. However, given the competitive landscape, a similar policy could be on the horizon.
