Hyundai Motor America announced that its flagship SUV, the 2026 Palisade, has been honored with the MotorWeek Drivers’ Choice Award for Best Large Utility. The second-generation Palisade distinguished itself across MotorWeek’s rigorous evaluation of over 150 new vehicles, earning top marks for its 3.5-liter V6 engine and newly introduced hybrid powertrain, which delivers both increased efficiency and enhanced output versus its predecessor. Judging criteria included driving dynamics, reliability benchmarks developed from five years of consumer data, and a value assessment calibrated to current market trends. Hyundai’s product planning team invested heavily in proportion refinement and premium exterior appointments to meet consumer demand for a first-class experience without a significant price premium, a strategy underscored by a sub-5% price increase relative to the outgoing model despite a 7-inch wheelbase extension and a 15% rise in available active safety features.

In its inaugural foray into women’s professional sports, Hyundai Motor America has secured a multi-year sleeve sponsorship with National Women’s Soccer League expansion club Boston Legacy FC. Beginning with the 2026 season, the Hyundai logo will appear on the right sleeve of both the primary and secondary jerseys, reaching an estimated 1.5 million regular-season viewers across national broadcast and streaming platforms. The agreement also grants Hyundai branding rights across licensed replica jerseys—projected to generate more than $4 million in retail sales over the first two seasons—and integrates the brand into match-day activations at Boston’s 20,000-seat home stadium. This partnership amplifies Hyundai’s Progress for Humanity vision, complementing its planned $26 billion U.S. investment from 2025 to 2028 in manufacturing and R&D, and positions the company to capture growing sponsorship ROI in the rapidly expanding women’s sports market.