'Hyundai' struggles to keep up with the high demand for 'Palisade,' the SUV endorsed by BTS

'Hyundai' is struggling with unexpectedly high demand for their latest 'Palisade' model.

According to Joongang Ilbo, as of February 18, a total of 59,000 orders have been placed in South Korea for 'Palisade' - the SUV 'Hyundai' launched in December 2018. This is more than double the amount of 'Hyundai' had predicted for 'Palisade's domestic demand. 

Originally, 'Hyundai' estimated 25,000 domestic sales of 'Palisade' in 2019.

As a result, there are significant delays in 'Palisade' production. In some cases, car buyers will have to wait 10 months in order to purchase a 'Palisade' with the options of their choice. 

Meanwhile, K-pop group BTS has been actively promoting as 'Palisade's endorsement models. In fact, the septet arrived at the '2019 Grammy Awards' in the Korean SUV. With the global K-pop group's endorsement activities, 'Palisade' is expected to also gain worldwide popularity.