Hyundai introduced its Assurance Program to cushion U.S. buyers from President Trump's auto tariffs. Launched by COO Claudia Marquez at the 2025 New York International Auto Show, this initiative aims to maintain price stability over the coming months. The program absorbs the cost of tariffs by leveraging Hyundai's substantial U.S. production capabilities, with 40% of its vehicles manufactured domestically. The new HMGMA plant in Georgia enhances the company's local production of electric vehicles, positioning Hyundai to adjust to market shifts and policy changes effectively.
"When it comes to the customers, which again is tough and even for us just for planning purposes, what we wanted to make sure is that we have a plan, so we launched our Hyundai Assurance Program, which is confirming and assuring to customers that [prices] are not going to go up, at least this next couple of months," she told Yahoo Finance.
"We have a strong representation in the US. We have a factory in Alabama, and just recently, two weeks ago, we opened our new Metaplant in Savannah, Georgia, where we produce our EVs Ioniq 5 and Ioniq 9," Marquez said.
"We are looking forward to officially opening Hyundai Motor Group Metaplant America (HMGMA) in Georgia. Our localization strategy in the important U.S. market will help mitigate the impact of any potential policy change," Muñoz said.
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