Hyundai Brings Pickup Model for the U.S. Market

www.chinatrucks.com: Hyundai Motor headquarters in Seoul has finally given the long-awaited green light to produce a small pickup, based on the eye-popping Santa Cruz concept shown at the 2015 Detroit motor show. With the move, the Korean automaker will dip a toe into the massively profitable North American truck market. It doesn’t come a moment too soon for Hyundai, which has only two SUVs in its lineup and has been losing sales to rivals with more SUVs, crossovers and trucks. It marks a corporate milestone for the young (50 years old) automaker – its first pickup that will be globally competitive. And it underscores a truism in the industry today: If you don’t have trucks and SUVs in your lineup, you’re sunk.

This move has been expected and eagerly anticipated – especially by Hyundai Motor America – since the little pickup concept drew rave reviews two years ago. But, for various reasons – possibly Hyundai’s sales slump in China and the U.S., its multiple quarters of declining profits – the decision was delayed by Seoul.

But now it’s a go and U.S. gearheads are intrigued. Jalopnik raved, with its trademark restraint, “Hyundai Finally Confirms the Santa Cruz Small Truck; You Have a Reason to Live Again.” Such was the reaction to the funky-but-muscular little Santa Cruz when it debuted. Some critics nostalgically compared it to Subaru’s long-gone Brat; others loved its cutting-edge ideas, such as an extendable cargo bed. Either way, it was a hit.

It’s unclear if the new pickup will be called Santa Cruz, or whether it will look like the 2015 concept. Or when American auto buyers will see it in showrooms here. In a statement, Hyundai said, "It’s still too soon to discuss market timing or further product details, but this innovative offering will be inspired by the well-received concept vehicle and bring a fresh utility vehicle interpretation to fit the lifestyles of a new generation of buyers."

One thing is certain: the new Hyundai pickup, to be targeted at younger “urban adventurers,” will add needed diversity to a sedan-heavy model mix. And, in a nation where the top-selling vehicles are consistently trucks, if you want to be a player, you have to have a truck.

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