Hyundai Customer Assurance Program Announced

Hyundai Launches Customer Assurance Program to Hold the Line on MSRP Through June 2, 2025

Fountain Valley, Calif., April 4, 2025 – In response to dynamic market conditions and the potential impact of tariffs on the automotive industry, Hyundai Motor America today introduced its new Customer Assurance program. This initiative reinforces Hyundai’s long-standing commitment to supporting American consumers and maintaining affordability during uncertain economic times.

As part of the Customer Assurance program, Hyundai will not raise the Manufacturer’s Suggested Retail Price (MSRP) on any vehicle in its current model lineup between now and June 2, 2025. Customers who purchase or lease during this period can feel confident knowing that MSRP will remain consistent—regardless of external market pressures.

“At Hyundai, we have a long history of providing value and doing what’s right for our customers and communities,” said José Muñoz, president and CEO of Hyundai Motor Company. “We know consumers are uncertain about the potential for rising prices and we want to provide them with some stability in the coming months. Our MSRP commitment is just one part of our multifaceted effort to provide great vehicles to American consumers, while also supporting hundreds of thousands of jobs and investing billions of dollars in the most important market for our company.”

This initiative follows Hyundai’s recent announcement of a $21 billion investment in the United States from 2025 to 2028. The investment focuses on expanding manufacturing capabilities, advancing future mobility technologies, and enhancing energy infrastructure. It is expected to generate more than 100,000 new direct and indirect jobs in the U.S. market.

Hyundai also recently celebrated the grand opening of Hyundai Motor Group Metaplant America in Georgia—a cornerstone of its $12.6 billion investment in the state. The facility is the largest economic development project in Georgia’s history and will create 8,500 direct jobs. Hyundai also announced an increase in the plant’s capacity to 500,000 vehicles annually, adding to the production strength of its Hyundai Motor Manufacturing Alabama facility, which has been assembling vehicles since 2005.

“Our commitment to maintaining the MSRP is another example of the focus we place on the consumer,” said Randy Parker, CEO of Hyundai Motor North America. “We understand the challenges consumers face in today’s economic climate, and we want to continue the momentum from record sales in March and the first quarter. This initiative builds on Hyundai’s legacy of supporting American consumers and investing in the U.S. market.”

Hyundai’s U.S. operations—including its North American headquarters in California, manufacturing plants in Alabama and Georgia, and several R&D facilities—along with its network of 850 independent dealers, contribute significantly to the U.S. economy. According to a recent report, Hyundai’s total impact includes $20.1 billion in annual contributionsand supports 190,000 jobs nationwide.

With a proven track record of navigating industry challenges like the global chip shortage and COVID-era disruptions, Hyundai continues to demonstrate agility in production and supply chain management. This ensures customers receive the right vehicles at the right time—and at the right price.

The Customer Assurance program builds on Hyundai’s rich history of consumer-focused initiatives. From America’s Best Warranty to innovative protection programs during times of job loss and economic hardship, Hyundai has consistently prioritized the needs of U.S. consumers.

For more information on the Customer Assurance program or to explore Hyundai’s lineup of cars, SUVs, and electrified vehicles, visit www.HyundaiUSA.com or contact your local Hyundai dealer.

📌 Customer Assurance applies to the MSRP of new Hyundai vehicles purchased or leased on or before June 2, 2025. MSRP excludes freight charges, taxes, title, and license fees. Actual vehicle prices may vary by dealer. Must take delivery from dealer stock by June 2, 2025. See participating dealers for full details.