Trouble for Tasman? New Hyundai ute could spawn Ford Everest and Mitsubishi Pajero Sport-rivalling 4WD SUV as Hyundai vows to "go after" the Ford Ranger and Toyota HiLux

The incoming Hyundai ute would likely spawn a ladder-frame SUV to take on models like the Ford Everest and LandCruiser Prado, with the brand's new boss in Australia telling CarsGuide he wanted to be "more aggressive" in the off-road space.

It follows news earlier this week that Hyundai Australia's new President and Chief Executive Officer, Don Romano, will have a new ute "locked and loaded" in the company's product plan before his time in Australia comes to and end in two to three years.

Mr Romano said a Hyundai version of the Kia Tasman, or a ute formed of the company's product partnership with American giant GM, were both on the table.

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"It's a passion of mine, and I want to accomplish getting it locked and loaded by the time I leave," he said.

It is exciting news for a towing and off-road mad country, with Hyundai suggesting the 4WD market will become a target for the company.

"It doesn't take a rocket scientist to go look around and see that most of these cars – whether they go off road or not – are built for off-road with their snorkels and their guards and their roll bars," Mr Romano says.

"I think it's as much a part of the personality traits – the look, the feel, the who I am – as much as it his going to the outback and going off road. This is the way we plan to get there, and I will expand on that."

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Asked if there was potential for the new Hyundai ute to deliver a proper ladder-frame 4WD SUV for Australia, Mr Romano replied: "Absolutely".

"I leave nothing out. I may never see it, I might not be here long enough for it, but if I can get it in the plan, then I can show it to the dealers, if I can get the dealers to put Hyundai top of mind, I can get their confidence like I had in Canada."

Mr Romano also expanded on his ute ambitions in Australia, making no secret of the fact he wants the brand's ute to be "distinct and different", rather than a "rebadge" of a Kia Tasman or GM pickup.

"I want a ute in that product plan, and I want it to be a Hyundai ute, not just a rebadge of something else," he says.

"I want it to be distinct, different. I want it to go after the two top-selling utes out there. I want it to be a contender."