Could GM Bring Stylish Korean Vans to the U.S. Market?

A few years ago, the Hyundai Staria was hailed as the coolest little minivan we’d never get. But times may be changing. The partnership formed last year between Hyundai and General Motors (GM) could open the door for some unexpected and exciting possibilities. Among them? The sleek and versatile Hyundai Staria—a commercial van with a passenger variant, similar to the ProMaster and Ford Transit—might just arrive in the United States, rebranded with a GM badge.

The deal announced in September 2023 outlined plans for co-developing and co-producing vehicles, including internal combustion engines, hydrogen technology, and electric vehicles. While the details were sparse, the collaboration aims to leverage economies of scale. Hyundai’s vertically integrated supply chain, including its steel production affiliate Hyundai Steel Co., could potentially offer GM advantageous terms on materials like steel and batteries for co-manufactured products.

A recent Hyundai earnings call shed even more light on the collaboration’s potential. Hyundai CFO Lee Seung Jo revealed that they are considering rebranding and supplying their commercial EVs to GM, stating, “The deal will pave the way for our entry into the North American commercial vehicle market.” This statement points to vehicles like the Hyundai Staria and Kia’s upcoming PBV (Purpose-Built Vehicle) series as candidates for U.S. sales.

Among these options, the Kia PBV lineup—particularly the PV5—could make its debut in the U.S. by late 2024 or early 2025, barring any complications like tariffs or shifting trade policies. The partnership with GM may help increase the domestic content of these vehicles, making them more viable for the North American market.

Adding these sleek and modern options to GM’s lineup would be a strategic move. The Chevrolet Express and GMC Savana vans have remained largely unchanged for decades, and GM could use a smaller, more contemporary alternative to its larger BrightDrop electric vans. If the Hyundai Staria, the Kia PBV series, and their accompanying EV powertrains make it stateside, they would complement GM’s BrightDrop lineup while injecting fresh energy into its aging commercial vehicle offerings.

This partnership has the potential to reshape both companies’ positions in the U.S. market, making Hyundai’s stylish vans accessible to a broader audience under GM’s trusted branding.