Hyundai’s long-awaited entry into the Australian ute market is gaining momentum under the leadership of new CEO Don Romano, with support from a global strategic partnership between Hyundai Motor Company and General Motors (GM). The South Korean brand, notably absent from the country’s competitive light commercial vehicle segment, is now taking steps to change that—and fleets should be paying attention.
At a recent press briefing, Romano confirmed that launching a ute is a top priority during his tenure in Australia, which is expected to span two to three years.
“We’re the only major brand without a ute,” Romano told journalists. “My goal in three years is to get something, get a production plan in place, get the dealer share of mind up.”
While details remain under wraps, the intent is clear: Hyundai plans to compete seriously in a segment dominated by the likes of Toyota HiLux, Ford Ranger, and Isuzu D-MAX. Romano acknowledged that the ute has become a cornerstone of both tradie and fleet operations in Australia—and Hyundai wants in.
Partnership with GM Opens New Pathways
Fueling these ambitions is a newly signed Memorandum of Understanding between Hyundai and General Motors. Announced in September 2024, the agreement sets the groundwork for collaboration in areas including co-development of passenger and commercial vehicles, internal combustion engine platforms, and clean energy technologies such as EVs and hydrogen.
“Our goal is to unlock the scale and creativity of both companies to deliver even more competitive vehicles to customers faster and more efficiently,” said GM Chair and CEO Mary Barra in the official announcement.
While the partnership is still exploratory, the scope includes shared vehicle architectures, manufacturing synergies, and potential platform sharing for commercial models—suggesting a future Hyundai ute could draw on GM’s experience with trucks in the U.S. and global markets.
“We are working with José Muñoz on what’s it going to take,” Romano said of Hyundai’s Global President. “Is that something that we should look at in the near future? Is it something maybe with GM, which we have a partnership, we could look a little longer term?”
The tie-up could provide Hyundai with the scale and technology needed to launch a competitive ute without the long lead times and investment required to develop a standalone platform from scratch.
Diesel, EV, or Both?
A key consideration in Hyundai’s ute development is how it will meet Australia’s incoming New Vehicle Efficiency Standard (NVES). Romano was candid about the balancing act between fleet demands for diesel and the need to protect Hyundai’s strong emissions position.
“We’re actually one of the better-shaped companies when it comes down to NVES compliance,” he said. “If we brought in a diesel, that would change that dynamic. So we have to take that into consideration.”
While a diesel ute may be needed initially to compete on performance and payload, Romano hinted at future drivetrains, including electric options, being explored—especially given Hyundai’s existing EV leadership.
Local Plans, Global Vision
Romano brings decades of global automotive experience and was previously CEO of Hyundai Canada. His mandate is to build a sustainable, locally led operation in Australia, and launching a ute is one of several strategies aimed at reversing Hyundai’s sales decline.
“We’ve gone from 105,000 to 73,000 units in recent years. My responsibility is to stop the decline… and start growing again,” Romano said. “This isn’t about chasing volume. It’s about rebuilding the brand and making sure we’re in the segments Australians care about.”
The ute strategy will likely coincide with efforts to grow Hyundai’s fleet footprint. Romano has already moved to re-establish regional and national fleet teams and introduced Hyundai Capital to support novated leasing and guaranteed future value offers.
For fleets, the arrival of a Hyundai ute—especially one backed by GM tech and Hyundai’s EV expertise—could offer a compelling alternative in a market hungry for competitive pricing, innovative drivetrains, and strong aftersales support.
While production timing remains uncertain, one thing is clear: Hyundai is no longer sitting on the sidelines. The ute is coming.
