Hyundai Capable Of Challenging The Land Cruiser’s Off-Road Status?

The Toyota Land Cruiser has cemented its legacy as the ultimate, reliable off-road beast. Over the years, no carmaker has been able to come close to challenging the Land Cruiser’s status. Hyundai, however, believes it is capable of more than just offering a challenger -- it can build a rugged body-on-frame SUV to outdo Toyota’s icon.

In recent years, Hyundai has proven that it can play with the big boys, i.e. cars that have an established reputation. Take for example the i30N, which took on the likes of the Volkswagen GTIs and the bragging rights they command. Hyundai has also just launched a brand new six-cylinder turbocharged diesel engine which can be used in various ways, including that to power a rugged SUV.

Hyundai i30 N

Confirming that the brand was in fact monitoring the off-road SUV space, Hyundai's Head of Global Product Management, Lorenz Glaab, said, "I mean, from a brand perspective, obviously that is thinkable. Now, whether it makes sense and what region and what concepts remain to be seen. But nothing can be excluded. We monitor, and there is some dynamism in that segment... we are very much aware of that. We monitor very closely, and if we believe there is an opportunity for us, we can move pretty fast."

Hyundai Palisade

If these words are an indication of what’s to come next, expect Hyundai to consider Toyota’s upcoming Land Cruiser 300 Series as its biggest rival. The king of the hill is expected to arrive by mid-2021 underpinned by Toyota’s new TNGA platform. It will be powered by a bunch of new engine options including a 3.3-litre V6 engine.

Whether or not Hyundai actually decides to enter the off-road SUV scene, remains to be seen.