Hyundai and Genesis Motor North America CEO Randy Parker is confident that the company will maintain its winning streak despite the tariff turmoil that’s shaken the automotive industry. During a fireside chat at the 2025 New York Automotive Forum, he boldly delivered the automaker’s straightforward plan: “Sell like hell.”
Parker credited Hyundai’s success to CEO José Muñoz, praising his leadership style that has helped drive Hyundai’s North American growth.
Recently, the automaker launched the Hyundai Assurance Program, a public confirmation that despite the tariff pressure, there will not be any MSRP increases for the next few months. The goal is to assure car buyers—and Hyundai’s dealer body—that now is still a smart time to purchase a Hyundai.
Hyundai has an excellent track record of resilience, and the brand has continued to grow despite major industry disruptions. Parker highlighted the brand’s performance during the COVID-19 pandemic, the global chip shortage, and the CDK Global cyberattack. Despite the odds against the company, it still achieved record sales by focusing on its customers and supporting its dealer network.
Parker divulged the company’s long-term plan to continue building on the momentum it has already created. The automaker will continue to invest significant capital in the United States to better position itself to weather the tariffs.
Last month, the company celebrated the grand opening of its Hyundai Motor Group Metaplant America (HMGMA) based in Georgia. The company is also developing a $5.8 billion steel plant in Louisiana. These investments are part of a broader multi-billion-dollar strategy that supports EV production, advanced robotics, and innovation across electrification and hybrid technology.
