Long rumored to launch a pickup truck in the U.S. market, Hyundai has stoked the flames with the reveal of the new Santa Cruz concept at the Detroit Auto Show.
A true compact pickup truck, itís in no way a competitor to top sellers like the F-150 or even the new Chevy Colorado and it isnít supposed to be.
'We are not exploring conventional pickups,Ē said Hyundai Motor America VP of product planning Mike OíBrien. 'Our competitors have been making full size pickup trucks, some of them for over 100 years, and they certainly know their customers and they make great products. Itís not reasonable for us to think we can walk into that market and have the same level of competitiveness.'
I think it's a good design cosmetically, but that market is already pretty full of good names and trucks. Trying to successfully penetrate that will be very difficult. I'd have to speculate that Korean's don't understand pickup trucks the way we do. I hope the idea of Hyundai's truck inspires the big 3 to come up with something different.