Commentary: The Automotive Industry's March Madness
What these March vehicle unveilings tell us is that we’re back to business as usual. Perhaps not at 100%, but we’re pretty close.
March started out like a lion, alright. Especially when it came to vehicle unveilings.
To kick things off, Stellantis will utilize its STLA Large platform for a new Dodge Charger. Two battery-electric versions will arrive first for 2024, followed by two internal combustion models powered by the Hurricane twin-turbo in-line six for the 2025 model year.
The big Dodge was followed by Rivian’s new midsize EV platform spawning two smallewer-than-R1S models. The R2 SUV will immediately slot below the larger three-row SUV with promises of a range over 300 miles and a price tag starting at $45,000. On the same platform will be smaller SUV model – the R3. Both models are expected for deliveries starting in 2026.
Infiniti finally delivered on a new generation of their QX80 flagship SUV. Inside and out, there was a growth in maturity, as Infiniti took the concept and made it a reality. There seems to be a new design language that may appear boxy but very advanced. The new large SUV will switch to twin-turbocharged V6 power, now rated to 450 horsepower. The QX80 also marks the debut of the first application of a Klipsch audio system for an automobile.
During the NCAA Men’s Division I Basketball Tournament, Nissan used its sponsorship to unveil the 2025 Kicks. The new small SUV has grown in size, but it will also fill in the space left behind by the absence of the Rogue Sport. This also includes an upgrade in power to the 2.0-liter engine, the addition of all-wheel drive and a striking new design that melds the best of the Ariya with the rest of the SUV lineup.
The focus turned to the New York International Auto Show, with the debut of the 2025 Kia K4. To replace the Forte, Kia crafted a dramatic new design that follows several ICE models with some elements from its EV lineup. Design alone is one thing, the benefits of the new K4 is seen inside with more room and the latest instrument panel design. If the sedan resurgence continues, you can look at the K4 as a direction for its future.
Inside the Javits Center, Hyundai debuted the revised 2025 Tucson and Santa Cruz. The main focus is interior design, as they are now aligned with current brand interior design. The key part to the redesign is the return of tactile controls – i.e. buttons. For the Santa Cruz, adding the XRT trim delivers more ruggedized cred for the compact pickup truck. Both vehicles received minor cosmetic updates.
What these March vehicle unveilings tell us is that we’re back to business as usual. Perhaps not at 100%, but we’re pretty close. The manufacturers that have or are renewing their lineups are primed for the “long game.” That means a whole cycle of fresh product for us to consider when shopping for our next vehicle.
Prime examples seen for 2024/2025 have been Toyota, Chevrolet, Buick, Hyundai, Kia, Ford…to name a few. These brands mean business. Some of these brands are not done, as we anticipate more new and revised products from them.
There is also a sense of confidence returning back to the automotive industry, even with a few supply chain challenges left from years of the COVID-19 Pandemic. Still, years of delays on new product plans have finally caught up across the industry.
Yet, we have to be cautiously optimistic. There are still issues that must be addressed with each new or updated vehicle launch. Recent studies show that assembly line quality continues to be a challenge and consumers are impatient on manufacturer repose to complaints leading towards necessary fixes.
The future is looking better this year than in the past few years. Perhaps this is a bankable moment where consumers will consider a newly revised or all-new vehicle – even at the higher prices they command today. At least to bring people to the few remaining auto shows that are still on the calendar.
Cover photo courtesy of Stellantis North America