Ford Rival Hyundai Pledges To Maintain Current MSRP Into June

Ford launched a new employee pricing for everyone plan just last week – as 25 percent tariffs took effect on imported vehicles sold in the U.S. – which applies to a variety of models in the Blue Oval lineup. The automaker even created a new advertising campaign to tout this new program, as well as the fact that it assembles more vehicles in the U.S. than any of its peers. Shortly thereafter, Stellantis revealed its own employee pricing incentive, while some other automakers have held shipments and announced price increases as a result of tariffs. That list won’t include Hyundai, however – at least, for now.

Rather, Hyundai has announced its own program called “Customer Assurance,” which is an initiative ensuring that customers who purchase or lease any new vehicle from that brand between now and June 2^nd, 2025 won’t be paying more than MSRP – regardless of market conditions or other changes that might take place in the coming weeks. This news comes on the heels of Hyundai’s announcement that it will invest $21 billion in its U.S. manufacturing operations between 2025 and 2028, creating 100,000 direct and indirect new jobs in the process.

“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, 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.”

“Our commitment to maintaining the MSRP is another example of the focus we place on the consumer,” said Randy Parker, CEO, 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.”