Hyundai & Genesis CEO: Record Sales Volumes, Dealership Profits, and the Fight to Protect the Franchise | Randy Parker, CEO of Hyundai and Genesis Motor North America
Today Sam D'Arc is joined by Randy Parker, CEO of Hyundai and Genesis Motor North America.
Randy breaks down how Hyundai is navigating a market that's down 5% in early 2026, absorbing the cost of 15–25% tariffs, managing dealer profitability and inventory pressure, and making tens of billions in U.S. infrastructure bets designed to secure the brand's next 50 years.
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Topics:
05:35 The Hidden Cost of 25% Tariffs on Automakers
08:45 The 2 Things That Decide Whether an OEM Wins or Loses
10:15 Why Hyundai Is Doubling Down on EVs While Others Pull Back
11:10 The Strategy Behind Hyundai’s “Seat for Every Purse” Lineup
15:30 The #1 Problem Keeping Hyundai’s CEO Up at Night
17:30 The Real Way Dealers Make Money
27:25 What’s Actually Happening With Amazon Car Buying
29:30 The Old-School Dealer Strategy That Still Wins in 2026
36:25 “Nothing Happens Until We Sell a Car”
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