Q&A: Hyundai’s new COO discusses auto shows, new products and a move into motorsport

Posted by Talbot Payne on April 21, 2025

New York — Hyundai Motor Co. is ascendant in the U.S. market, and so is its chief operating officer for U.S. operations, Claudia Marquez. The Mexican-born, Wharton School-educated Marquez became COO this January after a stint in the same role at Genesis, Hyundai’s luxury brand. She has a total of 29 years of experience in the auto industry, including management roles with Nissan and BMW.

Hyundai Motor Co. Chief Operating Officer Claudia Marquez

Hyundai Motor Co. Chief Operating Officer Claudia Marquez, Hyundai

Both Hyundai and Genesis made waves at the 2025 New York Auto Show at a time when the industry has been rocked by tariff and regulatory challenges. Marquez sat down with Detroit News Auto Critic Henry Payne in Manhattan to talk about future models, EVs, tariffs and the Genesis brand carrying a Korean flag into the international motorsports wars for the first time.

This interview has been edited for brevity and clarity.

Question: I am at the New York Auto Show speaking with Claudia Marquez, who’s COO of Hyundai. Hyundai has been very aggressive, not only at auto shows, but in the U.S. market. Claudia, talk about Hyundai at auto shows: You have a lot of product here in New York as well as Los Angeles last fall.

Answer: We do. First of all, of course, auto shows have always been very important. New York and L.A. are where we wanted to be very present. We have amazing product to show. And of course, we want to be able to reach out to as many eyes and customers as we can. We are typically very proud to introduce new models. And today, for example, we’re going to introduce the second generation of our Palisade. We’re extremely excited about the product, amazing design, amazing technology, way more safety. The highlight is that we’re going to introduce, for the first time, hybrids on our 2026 Palisade.

Q: You’ve also been aggressive in EVs. You see a parallel market in EVs and gas? Seeing which way the market goes?

A: We do. Of course, EVs are very important, and we believe very strongly that it’s going to be where the market is going to grow in the long term. I was happy to be part ― two weeks ago ― of the inauguration of our factory in Savannah (Georgia). Our Metaplant is something you really have to see. This factory investment was confirmed in 2019 and is one of the biggest ― if not the biggest ― investments in Georgia. We produce two models there at the moment ― the Ioniq 5 and Ioniq 9.

Q: You’ve been in this market for 30 years. You’ve seen market share steadily grow. Hyundai Motor Group’s total is above 10%, which is really impressive in a foreign market. There also appear to be headwinds coming with tariffs. But if you go back 40 years, Japanese manufacturers like Honda and Toyota faced similar protectionist headwinds. They came into the United States, built plants, became part of communities and continued to grow market share. Do you feel you’re well-positioned for a tariff economy?

A: We definitely are. We have strong communities, not only in Savannah, but also in Alabama. Last year, we sold 836,000 units, and about 40% of those were vehicles produced in the U.S. So, of course, we not only think we’re acting and investing importantly in the U.S., the U.S. is a very important market. We want it to be a very important part of growth in the future. Last year was our fourth consecutive year of record sales, and we expect 2025 is going to be the same.

When it comes to tariffs, it’s our reality. It’s a reality that we feel we’re prepared for. We are committed not only to the locations I already mentioned, but to continued investments in the U.S.

Two weeks ago, our executive chair confirmed a new investment of $21 billion from 2025 ― 2028, including a steel factory. (We’re) very cautious at the moment, looking into what is happening now with consumers, with competitors, and acting accordingly. We confirm our Hyundai Assurance Program, which is maintaining and committing to not increase MSRP (prices) in April and May. We have always in mind the confidence of our customers.

Q: In addition to growing U.S. market share, you’ve taken big steps in terms of visibility. Genesis is going to the top rung of auto racing. You introduced here in New York the prototype for your IMSA and WEC hypercar. That’s rare air — you’re competing against brands like Cadillac, Ford, Porsche, Ferrari. An important brand step for Genesis?

A: It is without a doubt. We’re extremely proud of Genesis taking this step ― it’s a big investment in the brand. We say that Genesis is a jewel of the Hyundai Motor Group, and we’re extremely proud and happy to be a part of that.

Q: We think of these Asian luxury brands as American-specific. But is this a global move by Genesis as well?

A: Definitely, it’s a global move. Genesis is a new brand when it comes to luxury. This year is the 10th anniversary. There is not only a global perspective of progress, it’s so important in the U.S. ― and the U.S. is the most important marketplace.

Henry Payne is auto critic for The Detroit News. Find him at hpayne@detroitnews.com or @HenryEPayne.

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