Can Hyundai Actually Sell 50,000 Santa Cruz Pickups A Year?

In a sense, the debut of the Santa Cruz Concept at the North American International Auto Show in Detroit this past January was surprising because of its level of production readiness and execution. On the other hand, to those who were aware Hyundai had for years been contemplating the idea of a pickup truck, the Santa Cruz wasn’t a shock at all.

Now, with word that Hyundai is likely to soon green-light production, the case for marketplace success is quickly called up for debate. Even with the arrival of new midsize pickup trucks from General Motors, the non-full-size pickup truck market remains relatively small at just 15% of the overall pickup truck category and 2.2% of the overall industry’s volume through the first four months of 2015. 

randy3023 - 5/27/2015 11:23:49 AM

0 Boost

Yes. Especially given the Tacoma's aging chassis yet steep price.

ParadoX - 5/27/2015 5:53:24 PM

+1 Boost

Maybe. There is demand for pickup trucks in the United States. 40 years of stagnating wages is going to force people into smaller cars. Full-size pickup trucks being affordable for the masses is not going to be entirely realistic for a lot of people.

MDarringer - 5/27/2015 8:50:47 PM

0 Boost

The Canyon/Colorado are wildly exceeding sales expectations, so this Hyundai's volume is not unthinkable. With a "cheap" F150 easily going for $35K, "cheap" pickups at $25K for base make sense.

I'll go one step further.

I'd love to see a Ford Ranchero pulled off the Focus or Fusion.

carloslassiter - 5/28/2015 12:41:59 AM

+1 Boost

No. Not a chance. I'll say 9,130.

HughJass - 5/29/2015 4:53:14 PM

+1 Boost

They'd be lucky to give away 50k of these useless trucks. How are Velosturd sales going? That will give you a hint at how well cars that nobody asked to be built actually sell.

Subaru tried the useless truck idea and failed.
Honda had to give up with the Ridgeline.

Atleast the current midsize offerings have a real chassis. What will this be based on, a Sonata?