Hyundai Australia Boss “Not Leaving" Until a Ute Model Lands Locally, Hinting at Possible Mid-2028 Arrival

President and Chief Executive Officer of Hyundai Motor Company Australia, Don Romano says he’s “not leaving” until a ute model comes to local shores. 

At its CEO Investor Day last month, Hyundai confirmed the launch of a mid-size pickup truck in the North American market before 2030. With such a vehicle confirmed, this opens up the possibility of its sale in other markets. 

Speaking to Australian media at the local launch of the second-generation Hyundai Palisade, Romano named current Hyundai Australia Chief Operating Officer, Gavin Donaldson, as his successor, but stated that he wouldn’t be leaving until a ute model was brought to the local market. 

“Last time we got together [with the Australian automotive media], I told you I wasn't going to leave until I accomplished two things. And the first was to make sure that my replacement was an Australian who understands the market and understands our business. And that's why standing next to me is Gavin Donaldson, who will replace me when I go back to my home in Canada.” Romano said. 

“But I'm not leaving until I have a ute.” 

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While Hyundai and Kia are both part of the wider Hyundai Motor Group, Hyundai’s own ute is unlikely to be a badge-engineered Tasman. Romano expressed the need for the model to differentiate itself against steep competition with its unique technology.

“...we could easily take another platform and just go out there and rebadge it. And that's just not acceptable, especially now with the competition continuing to grow. We need to differentiate ourselves. And there are technologies that we're currently developing that are different than anything we’ve brought to market.” 

Having said that, Romano didn’t entirely rule out a platform-sharing collaboration with General Motors, but only if it proved necessary. 

“I think last time we talked we said we are in a relationship with General Motors and we're looking to that relationship. But it isn't a done deal yet. We may go on our own. We did look at ‘do we share a platform?’ And I won't rule it out as an option, but it would have to be different than what they came to market with,” said Romano.

Romano says that two and a half years remain on his Australian work permit. Should a Hyundai ute land in Australia before his departure, that places its local arrival around mid-2028.

Hyundai are also planning a larger ute offering, “but not for this market”, according to Romano. 

When it lands in Australia, Hyundai’s offering will likely do battle with other mid-size utes such as the Ford Ranger, Toyota HiLux, Nissan Navara, Mazda BT-50, and the Kia Tasman. 

However, official arrival times, powertrain details, technical details, and pricing for Hyundai’s ute model are yet to be confirmed by the brand.