It may be positioned as a mass-market three-row, but it is a whole lot more—arguably a segment above
By Gary S. Vasilash
In 2024 the auto industry spent some $29.5 billion on advertising. That’s about 9% of all of the ad spend from all categories and industries, making it one of the top categories.
One of the things the ads do is not only try to convince people to buy whatever, but to perceive whatever in the way that the advertiser wants us to.
Or put simply, if it is a truck the goal is to make sure the viewer understands that it is rugged and capable.
If it is a vehicle that is in the “luxury” category, then it must be presented in a way that makes the viewers realize there is something special about the vehicle that sets it apart from “mainstream” vehicles.
Of course, in the case of trucks they must be engineered to be rugged and capable.
And if it is a luxury vehicle, then there must be attributes—say top-notch materials used in the interior and an impressive infotainment system—that would make the implied purchase premium seem appropriate.
There are simply some things that are necessary to validate the positioning of the vehicle.
But one thing that this does is segments what people may look at.
Sure, someone who wants a truck may simply look at the overall architecture of the vehicle and determine that it is, indeed, a truck.
The lux part is what, at least in the context of the Hyundai Palisade Calligraphy, that has fuzzy borders.

While people would correctly perceive Hyundai to be a mainstream brand—and even the people at the Hyundai Motor Group decided that it would have a separate higher-end brand, Genesis—the Palisade Calligraphy interior is every bit as nice as any Cadillac, Lincoln, Lexus, Mercedes, etc. I have been in of late. And lately I’ve been in a lot (I was one of the jurors for the 2025 Wards 10 Best Interiors & UX Awards, and if you scroll down on this page you’ll see we were in a lot of interiors, and while you won’t see the Palisade on the list, that’s because it wasn’t available during our testing; I’m confident it will be there next year).
The materials, the design, the technology, the comfort, the convenience, and the attention to detail are all first-rate.

Now it should be pointed out the Calligraphy is the top trim for the Palisade, which is available in five other trims, with the SE that has a starting MSRP of $39,435.
The Calligraphy driven here has a MSRP of $56,060, and with one option($245)—and this speaks to the fact that the vehicle as trimmed is absolutely rife with things that would likely otherwise be options—and inland freight and handling ($1,495) the whole thing comes to $57,800. (What is the option?, you wonder. Absurdly enough, carpeted floor mats.)
Recognize this is a seven-passenger, three-row all-wheel drive crossover that has heated/cooled, power-adjusting and reclining front and second row seats, as well as third row seats that also recline. A vehicle with a 12.3-inch infotainment screen and Bose premium audio. A vehicle with a total interior volume of 181 cubic feet of which 161.9 are devoted to passengers. (Max cargo is 86.7 cubic feet—and the folding of the second and third rows are done with a snap, not effort; with all rows in place it is 19.1 cubic feet). A utility that, yes, can tow (up to 5,000 pounds).
This is a big vehicle: 119.2 inches long, 78 inches wide, and 69.5 inches wide, with a 116.9 wheelbase. (One thing that should be noted is that the fidelity of the cameras and the fast-acting dynamic lines shown on the infotainment screen allow maneuvering in parking lots a whole lot easier than you might think.)
While I had the Palisade I was asked whether I would prefer it or the three-row Hyundai Ioniq 9, an electric vehicle with an award-winning interior.
Without question, the Ioniq 9 is a whole lot quicker and responsive thanks to its dual motors (talking about the long-range AWD version here) that produce 303 hp and 446 lb-ft of torque, compared with the 3.5-liter V6 in the Palisade that produces 287 hp and 260 lb-ft of torque (you’ve got to take into account, however, the Palisade is about 1,400 pounds lighter than the Ioniq 9).
The long-range AWD Ioniq 9 provides an estimated range of 311 miles. The EPA numbers for the Palisade are 18 city/24 highway/20 miles per gallon combined. It has a 19-gallon fuel tank. So that means a range, based on the combined figure, of 380 miles,
While 79 miles may not seem like a big deal, imagine using the Palisade, coming home from a holiday weekend, with the second and third rows being occupied by kids who were antsy not long after you pulled away from the cottage. Then recognize that the 79 miles could represent an hour more driving and that even though the Ioniq 9 can be charged from 10 to 80% in 24 minutes (which means you’d get 249 miles of range at 80%), the Palisade can be fully refueled—for 380 miles—in about five minutes.
I’d opt for the Palisade.
And for those shopping for a three-row crossover: a luxury brand or this one? I’d have a hard time determining why this isn’t the better choice.




