And what about its sister brand Kia?
Another day, another major automaker has decided to opt out of a major international auto show. Exactly one month from now is the 2019 Geneva Motor Show and already we've learned that Ford, Jaguar Land Rover, and Volvo will not be attending. Today, we can officially confirm that Hyundai can be added to that list. A company spokesperson told us in an email that "Hyundai will not be attending (the) Geneva show this year." No specific reason was given, but the news is a little surprising.
Just last year, Hyundai had a couple of major reveals at the Swiss show, specifically the Kona Electric, the latest Santa Fe, and the gorgeous 'Le Fil Rouge' concept car. Needless to say, Hyundai took full advantage of Geneva at the time, but that's clearly not the case this year.
Another Hyundai spokesperson reiterated to us that "like all auto shows around the world, participation depends on many factors." Those factors typically include new product, concepts, and any major announcements. At the same time, we can also confirm that Kia, Hyundai's sister brand, will be at Geneva. Considering that Hyundai, like Kia, is rapidly growing in Europe, the choice not to be at Geneva is a pretty big deal. Anyone who has ever been to Geneva will know people drive in from all over Europe specifically for the show. The media, like ourselves, also fly in from all parts of the globe.
Hyundai recently had some major product launches, specifically the all-new Palisade three-row crossover at the LA Auto Show. It was designed and built for America, not Europe. Later this month, Hyundai will be at the Chicago Auto Show and, in late March, the New York Auto Show. The next chance Hyundai will have to be at a major overseas show will be at Frankfurt in September. We'll have full coverage of Geneva in exactly one month's time so stay tuned.