In a bold move to ease buyer anxiety, Hyundai has launched a new Assurance Program designed to protect customers from price hikes caused by President Trump’s auto tariffs.
Announced at the 2025 New York International Auto Show, the initiative is Hyundai’s response to growing concerns over the White House’s new 25% import tariff on vehicles — a hot-button issue that has dominated headlines in the auto industry this year.
What Is Hyundai’s Assurance Program?
Put simply, Hyundai is pledging to cover the cost of Trump’s tariffs themselves — at least for now.
“We launched our Hyundai Assurance Program to confirm and assure customers that prices are not going up — at least over the next couple of months,” said Claudia Marquez, Hyundai’s U.S. COO, in an interview with Yahoo Finance.
That means if you buy a Hyundai EV or gas vehicle right now, you won’t be paying extra because of tariffs — Hyundai is eating that cost.
Why Hyundai Can Offer This Protection
Hyundai isn’t just making promises — it’s backing them up with local production power.
The company builds 40% of its vehicles in the U.S., including at:
- A factory in Alabama, and
- The newly launched Hyundai Metaplant in Savannah, Georgia, which started producing the Ioniq 5 in October 2024 and plans to roll out the Ioniq 9 in Q1 2025.
By building cars on U.S. soil, Hyundai sidesteps some of the harshest tariff penalties and uses that advantage to keep prices steady.
“We have a strong footprint here,” Marquez added. “We produce EVs locally — that gives us more flexibility.”
What’s the Bigger Strategy?
Hyundai’s long-term vision is clear: localize production, diversify offerings, and stay ahead of U.S. policy changes.
Company President Jose Muñoz said the Georgia-based Metaplant will also start building hybrids, following a slowdown in EV sales in late 2024. This move gives Hyundai more flexibility to adjust to customer demand and policy changes down the line.
“Our localization strategy in the U.S. will help mitigate the impact of future policy changes,” Muñoz stated during the company’s recent shareholder meeting.
What It Means for Buyers
For now, Hyundai buyers are safe from tariff-related sticker shock — and that could give the brand a temporary edge over competitors still heavily reliant on imports.
But there’s a catch: the program isn’t permanent. Hyundai said price stability is guaranteed only for the next couple of months. After that, all bets are off, especially with the 2028 tariff deadlines looming.
In conclusion, While Tesla and other automakers adjust to the new trade reality, Hyundai is leading the way with a customer-first approach. Its Assurance Program is a smart short-term solution that gives buyers peace of mind — and proves that quick thinking and local production go a long way when politics shake up the auto world.
What Do You Think?
Would a program like this influence your next car purchase?
Do you think other automakers should follow Hyundai’s lead?
Drop your thoughts in the comments — and let us know how tariffs are affecting your EV decisions in 2025.
