The mid-size SUV segment in North America moves 1.5 million units per year.
Hyundai wants a bigger chunk of that, so they've come out with this, the incredibly chunky, distinctive, and masculine-looking eight passenger Palisade.
But beyond looks, it's got an impressive suite of creds.
To keep buyers interested.
Starting with a 3.8 litres V6 engine, good for 291 horsepower and 262 pound feet of torque connected to an eight speed automatic transmission that can send power to the front or all four wheels.
Inside there's plenty of tech as well.
With a 10.25 inch infotainment touchscreen, they can run Apple Car Play and Android auto standard.
Along with a 12.3 inch instrument cluster display ahead of the driver.
Out back, there's plenty of cargo space as well with 18 cubic feet behind the third row, and 45.8 cubic feet behind the second row.
The third row of seats is easily accessible too, with just one-touch operation to move the middle row of seats out of the way, revealing a third row of seats that can power fold, power recline, and power unfold as well.
There's also a whopping 16 cup holders, so dehydration should be among the least of every occupant's worries, along with the safety as well.
The Palisade comes with the latest suite of driver assistance features, including collision mitigation braking, lane keep assist, rear cross traffic collision avoidance assist, and blind spot collision avoidance The Palisade goes on sale December of 2020, with pricing to be announced closer to it's on-sale date.