Hyundai Australia new CEO Don Romano has set his sights on filling a major gap in the brand’s local lineup — a ute — and plans to lock in a production roadmap within the next three years. Speaking with CarsGuide, Romano revealed his determination to bring a utility vehicle to Australia as a top priority.
In a move that could reshape Hyundai’s presence in the Australian automotive market, Don Romano has been appointed as the new Chief Executive Officer of Hyundai Australia. The seasoned executive, previously set for retirement after leading Hyundai Canada, was brought in by global President and CEO José Muñoz to reinvigorate the brand following a dip in local sales.
Romano has already identified a critical void in Hyundai’s product portfolio: the lack of a ute, a vehicle type immensely popular with Australian drivers.
“We’re the only major brand without a ute,” Romano said. “I think there are people who personalise their vehicles here, and there’s an opportunity here, and we need to be a part of that opportunity.”
Hyundai Ute Could Arrive Within 2-3 Years
Romano’s tenure in Australia is expected to last between two and three years, and he’s determined to lay the groundwork for a Hyundai ute before he departs.
“It’s a passion of mine, and I want to accomplish getting it on locked and loaded by the time I leave,” he explained.
Although no final decision has been made on the type or number of utes Hyundai will introduce, Romano confirmed discussions are underway with Hyundai’s global leadership — and possibly even with GM, thanks to an existing partnership.
Hyundai Tasman Ute on the Horizon?
One potential candidate for Australia’s market is the Hyundai Tasman, a body-on-frame ute being developed in Korea. Romano noted this model could be the fastest to market, depending on key engineering and regulatory decisions.
“If we used the body-on-frame, that’s the Tasman, made from our factory in Korea, that could be sooner. Then we have to ask, ‘Do we want a diesel?’ and we have to look at NVES (New Vehicle Emissions Standards) and the impact that will have.”
A diesel option may still be on the table, but future emissions regulations and drivetrain decisions will heavily influence the final production timeline.
“We are looking at different drivetrains, and all of that adds time. So it’s going to be step one; Tasman, diesel, ok, change the engine, ok, let’s look at what else we have available from GM, ok, what’s the timing on that?”
A Ute to Compete in a Growing Market
The absence of a ute has long been considered a limitation for Hyundai in Australia, where utility vehicles consistently top sales charts. Romano’s plan to enter this lucrative segment could prove a game-changer for the brand.
“My goal in three years is to get something and get a production plan in place,” he said.
With Australia’s demand for versatile, tough, and tech-savvy utes showing no signs of slowing, Hyundai’s move could put the brand on a more competitive footing with rivals like Toyota, Ford, and Isuzu.