Customer Benefit Program "Hyundai Rewards"
Up to $400 Discount on New Car Purchases
"Maintaining Prices Is Key for the Second Half of the Year"
Hyundai Motor Company has introduced a pricing policy in the United States that offers a $250 discount, equivalent to approximately 350,000 won, on the purchase of a new electric vehicle.
This move is in stark contrast to other automakers, who have responded to the U.S. government's 25% tariff on imported vehicles by raising prices to pass on the increased costs to consumers. Hyundai's approach is seen as an aggressive sales strategy aimed at turning the crisis into an opportunity to increase its market share.
According to industry sources on July 18, Hyundai Motor America (HMA) recently launched a new customer benefit program called "Hyundai Rewards." The program offers discounts on new vehicle purchases and provides discounts on the connected car service "Bluelink." These benefits are available immediately to both new and existing customers.
Depending on the membership tier?Silver, Gold, or Blue?customers can receive a discount of $250 (approximately 346,750 won) to a maximum of $300 (about 416,000 won) when purchasing a new internal combustion engine vehicle, and up to $400 (about 554,800 won) when purchasing an electric vehicle. The Bluelink service is also offered at a discount of 50% to a maximum of 60%.
In particular, the Silver tier, which is granted upon enrollment, provides a $250 discount on electric vehicle purchases, effectively applying a price reduction to anyone buying a new electric vehicle. Customers can upgrade their tier by undergoing regular maintenance or using recall services, and can move up to the next tier immediately by purchasing or leasing a Hyundai Certified Pre-Owned vehicle.
Industry analysts describe Hyundai's latest sales strategy as bold, especially given that many automakers in the U.S. are currently raising prices. Previously, HMA also announced a 60-month interest-free installment plan for customers purchasing the newly launched 2025 Santa Fe and Santa Fe Hybrid models.
The Santa Fe is produced at Hyundai Motor Manufacturing Alabama (HMMA) and is therefore not subject to tariffs. However, other internal combustion engine and electric vehicles are partially imported from Korea. As sales volumes increase, the burden of tariffs is expected to grow accordingly.
Following the imposition of tariffs, global automakers have either raised prices or reduced the number of models available for sale. Japanese automaker Toyota increased the sales price of vehicles sold in the U.S. by about $270 starting July 1.
Subaru also decided to raise vehicle prices by up to $2,055 (about 2,796,000 won) for vehicles delivered from last month, while Mitsubishi increased the average price of three out of six models sold in the U.S. by 2.1% last month.
Ford raised prices by up to $2,000 on three models?the Maverick, Bronco Sport, and Mach-E?starting last month. German automaker BMW increased the average price of vehicles sold in the U.S. by 1.9% from this month, with most vehicles except electric models seeing price hikes of up to $2,500. Swedish automaker Volvo also plans to raise the sales price of its 2026 model year vehicles by 4%.
Previously, Randy Parker, Head of Hyundai's North American Region, dismissed the possibility of price increases due to tariffs. In an interview with U.S. automotive media outlet Automotive News on July 2, he stated, "Navigating the second half of the year will be about maintaining product prices that consumers can afford," and added, "No actions related to price increases have been taken at this time. Instead, we will introduce promotional programs to maintain price competitiveness through the end of the year."
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