Ride in Hyundai’s latest Performance models and explore award-winning SUVs, & take the FIFA World Cup Challenge

Visitors to the 2026 New York International Auto Show can immerse themselves in Hyundai’s most dynamic display yet—featuring high-performance ride experiences, interactive challenges, and one of the brand’s most awarded vehicle lineups.

Hyundai Boulder Concept

Making its world debut, Hyundai’s Boulder Concept offers a preview of a future body-on-frame SUV and pickup platform. With a focus on durability, towing, and off-road use, it signals a move into more rugged vehicle segments for the brand.

Experiences that put visitors in the action

Hyundai’s exhibit is designed around participation, starting with its connection to the 2026 FIFA World Cup™.  Attendees can take part in a penalty shoot-out challenge, testing their accuracy against designated targets for prizes, and the chance to win tickets to a World Cup match later this year.

Hyundai’s Ride Experience allows visitors to ride in vehicles including the IONIQ 5, IONIQ 5 N, IONIQ 6 N, and IONIQ 9, with professional drivers demonstrating performance, handling, and key technologies on a closed course.

Additional attractions throughout the display include the Hyundai Racing Challenge simulator, interactive XRT demonstrations, and scheduled appearances by Boston Dynamics’ Spot and Atlas robots.

Award-Winning Vehicles and New Introductions

Alongside its experiential attractions, Hyundai is showcasing a range of new and award-winning vehicles led by the 2026 Palisade, recently named North American Utility Vehicle of the Year.  The Palisade is displayed in multiple configurations, including Calligraphy, XRT PRO and hybrid models, highlighting Hyundai’s approach to capability and electrification.

Performance is also in focus with the IONIQ 6 N and Elantra N TCR race car, while a new 2BOX concept points to future design directions.

A Full Lineup Across Every Segment

Beyond its featured vehicles, Hyundai’s display includes a broad mix of models spanning internal combustion, hybrid and electric powertrains. Together, the display highlights Hyundai’s multi-path approach to electrification and consumer choice.

In addition to its major activations, Hyundai’s space features the IONIQ Café, daily Cookie Hour, and a retail area offering Hyundai Collection merchandise. The display also introduces the Hyundai Home Energy Ecosystem, connecting vehicle ownership with home charging, solar, and energy storage solutions.

Included with Your Ticket

The Hyundai EV Ride Experience is open to the public and included with admission to the 2026 New York International Auto Show from Friday, April 3 – Sunday, April 12.