Aiming For The Right Market? Hyundai's Upcoming Palisade To Go Toe To Toe With Toyota's Land Cruiser

Hyundai allegedly plans to build a big, rugged SUV that would go toe-to-toe with the venerable Toyota Land Cruiser. This model would sit above even the upcoming eight-passenger Palisade. 

This model is still several years away, so there aren't many details about the machine yet. Hyundai would tailor the rig to appeal to markets where these large utility vehicles sell well like Australia, the Middle East, and presumably the United States. According to Australian website Car Sales, the big SUV would measure over 197 inches (5 meters) long, which would make it longer than the 195-inch (4.95-meter) Land Cruiser. It's not yet clear whether the underpinnings would come from a stretched version of the Palisade's monocoque or from a body-on-frame setup.

MDarringer - 8/22/2018 6:26:02 PM

-2 Boost

Hyundai builds durable vehicles and this would be a good development for Jeep if Hyundai buys FCA.

countguy - 8/22/2018 3:50:20 PM

+3 Boost

lmao, no

malba2367 - 8/22/2018 5:16:45 PM

+3 Boost

I hope they don’t intend on pricing it like the land cruiser. They need to be cheaper than the Nissan Patrol and Mitsubishi Pajero to even have a shot. These 3 vehicles have a real pedigree going back many years...Hyundai will have to do a lot more than simply build a competent vehicle to compete. For someone who may not know the pedigree of the competition..think Hyundai trying to bring a Wrangler competitor to the US.

Honestly, I don’t understand why they are going after this market. The resources they will have to deploy t will be immense and the ROI won’t take place for many years. They would be better off using the $$ to shore up Genesis and for ev development.

dumpsty - 8/22/2018 5:56:44 PM

+2 Boost

Why the Land Cruiser? Why not the GLS or X7 or Land Rover?

MDarringer - 8/22/2018 6:27:30 PM

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Given how ANCIENT the truly yesteryear Land Cruiser is, Hyundai has a real shot at this.

malba2367 - 8/22/2018 6:12:03 PM

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They're going after the real off roader market. These vehicles sell very well in the GCC states and Australia, where they are bought for off road ability and durability. They don't have the brand pricing power to go after the GLS/X7/RR etc.

carloslassiter - 8/22/2018 7:05:38 PM

+2 Boost

They are going after the "LandCruiser market" and they tart up the front end like a sequined dress? Sure - that makes sense.

CANADIANCOMMENTS - 8/22/2018 7:07:52 PM

+2 Boost

If it is as agricultural as the other offerings in that price bracket it could do just fine, and not cost that much to develop. In the rest of the world, vehicles like this are used for many functions, police, ambulances, paramedics, military vehicles, science expeditions etc. A metal box with vinyl seats and a 3.0L Turbo Diesel engine is not that hard to make. The volume will come from this sector of the market. The V8 model swathed in leather, chrome and tech can be sold for huge margins in Europe and North America.

MDarringer - 8/22/2018 10:55:31 PM

0 Boost

But in driving one you risk your life.

dtmwtch - 8/23/2018 9:20:25 AM

+2 Boost

let's see which one is on the road after 25 years and 300k miles. there is a reason the land cruiser is the truck that people trust their lives with in the most inhospitable places on earth. if you just want cheaper, by all means get something else. i own an 81 fj40, 98 fj100, 03 prado and 09 fj200. they are not perfect in any one area, but as a durable package and solid investment, there is nothing better if you want to keep your trucks and have solid resale value.