In the first six months of 2020, Hyundai sold nearly 36,000 Palisades. That figure bests many of its competitors including the Dodge Durango, Acura MDX, Buick Enclave, Infiniti QX60, Kia Telluride, Mazda CX-9, Nissan Armada, Subaru Ascent, and Volkswagen Atlas.
When Hyundai launched the Palisade, it was on the heels of the successful arrival of the Kia Telluride. The companies share common ownership and the three-row SUVs share powertrains and platforms. That’s not to say that they’re the same. From aesthetics to tuning to audience, the models are as similar as they are dissimilar.
Though Hyundai has come a long way as a brand in the last decade, it still suffers from a perception problem. Buyers often view it as a low-cost, lower-quality option than Toyota or Honda. Offering extended warranties on their products has helped mitigate that some, as did a focus on manufacturing quality.
Thanks to Palisade, attitudes are being changed even more – for the better. According to Hyundai, Palisade is one of the company’s strongest conquest models bringing in customers from Toyota, Ford, Honda, and Nissan. Over 60% Palisade buyers are new to the brand.
Hyundai shares that Palisade buyers are younger and more affluent than the average mass market brand’s SUV buyer. Those customers are drawn to the Palisade because of Hyundai’s quality, reliability, and durability; value for the money; eight-passenger seating capacity; and advanced features.
This falls into line with the Palisade’s positioning as a premium level offering, especially in higher grades. For the 2021 model year, Hyundai will capitalize on this by offering the new Palisade Calligraphy grade, which builds on the (previously) top-tier Palisade Limited model.
The 2021 Hyundai Palisade Calligraphy has a long list of premium features including standard 20-inch alloy wheels, LED puddle lamps, quilted leather door panels, a 10.25-inch infotainment screen, sunroof, and microfiber headliner.
Sixty-six percent of Palisade owners say that the model exceeded their expectations and over three-quarters say that it has improved their overall opinion of the brand. Ninety-eight percent of Palisade buyers surveyed said that they were likely to recommend a Hyundai purchase in the future to friends and families. Hyundai relays that these numbers are the highest of any of its models over the last ten years.
Hyundai isn’t immune to product shortages that are currently affect the entire auto industry. A quick search turned up just seven models within a 100-mile radius of downtown Atlanta on Tuesday.