Hyundai Santa Cruz-Style Hyundai Pick Up Confirmed for Production

24 August, 2017, 03:04 | Author: Marie Harrington
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A Hyundai executive in the United States has confirmed the company has given the green light for development of its first-ever pickup truck (ute).

The good news, according to Reuters, is that the Santa Cruz is part of a broader plan by Hyundai to reduce its reliance on traditional sedans, at least in the USA - one of its most important markets.

The sales of Hyundai in the United States are going rather poorly this year, and the Korean manufacturer would like to reverse the rate of fire with the launch of new SUV... and a pickup truck.

But penetrating the truck market won't be an easy task for Hyundai, according to CNBC, as truck buyers are known for their loyalty to American brands such as Ford F-Series and Chevy Silverado, and are averse to buying foreign truck brands.

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For example, the Santa Fe Sport is set for retirement to give way to a new generation sometime in 2018, while the seven-seat Santa Fe will follow early 2019.

They said separately that Hyundai plans to introduce three other new or refreshed SUVs by 2020. Consumers in China, the world's largest auto market, are also substituting car-based SUVs for sedans.

Hyundai dealers in the US have been pushing the auto giant to make more investments in sports utility vehicles (SUVs) and trucks as the demand for sedans like the midsize Sonata and Elantra has significantly declined. "But we are disappointed that we don't have the products today". Sales of the Sonata, once a pillar of Hyundai's USA franchise, have fallen 30 percent through the first seven months of 2017.

"Our glasses are fairly clean", O'Brien said.



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