On August 19, Hyundai Motor Company unveiled the design of the 5th generation 'The All-New Tucson,' the first full model change in six years. With a significantly increased body size and the introduction of the 'XRT' off-road trim—previously exclusive to the North American market—Hyundai is signaling a strong intent to shake up the compact SUV segment.

The new Tucson has grown compared to the previous generation, with its length extended by 60mm to 4,700mm and width by 40mm to 1,905mm, offering a spacious interior comparable to mid-sized SUVs. The cabin features a column-type gear shifter and Hyundai's next-generation infotainment system, 'Pleos Connect,' delivering a brand-new digital experience. Notably, the XRT trim, targeting domestic outdoor enthusiasts, features an aggressive outdoor style with a dedicated black grille, off-road wheels, and rugged underbody skid plates.

Hyundai’s extensive changes to the Tucson are part of a strategy to overturn the domestic market landscape. While the Tucson is a global bestseller with over 650,000 units sold annually, it has struggled in the domestic market this year, trailing its rival, the Kia Sportage, by over 10,000 units in the first half alone. Building on the momentum from the recent Avante full-change, the key question is whether the Tucson can reclaim its throne at home. The new Tucson will begin pre-orders in September, with customer deliveries scheduled to start in the fourth quarter.

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