Hyundai Still Waffling On Entering The Pickup Market

The timeline of Hyundai’s long-anticipated pickup calls to mind Lt. Frank Drebin’s description of lovemaking: “It’s a painstaking and arduous task that seems to go on and on forever, and just when you think things are going your way, nothing happens.”

While a production version of Hyundai’s 2015 Santa Cruz concept once seemed like a sure thing, the would-be model still doesn’t have the backing of Hyundai brass, meaning it won’t trundle down an assembly line for at least two years. If it does receive the green light, however, Hyundai’s sticking with its plan to create its own niche in an increasingly crowded small pickup market.
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TomM - 10/30/2018 12:07:08 PM

+4 Boost

The Pick-up market is still one of the few where the American car company rules the roost - and the average Full Size Pick-up buyer does not even consider vehicles not from a US maker (WE will consider Dodge to - of the Chrysler Corp - still a domestic)

MDarringer - 10/30/2018 7:54:03 PM

+1 Boost

Indecision is Hyundai's enemy. Honda has botched the crossover pickup. The key to a crossover pickup is to have it obviously be a car-based pickup much like the notion of an El Camino in modern days.

skytop - 11/5/2018 7:33:48 AM

+1 Boost

Hyundai is indeed waffling. Their vehicle sales have cratered over 30% world wide and the company is now in a cash crunch mode. Hyundai does not have the resources to field any pick up in the foreseeable future.

MDarringer - 11/5/2018 8:43:48 AM

+1 Boost

Hyundai has made some major errors in marketing. The original Genesis should have begun the brand. The Genesis coupe should have had a V8 option for Camaro hunting. The "N" trim level was needed a decade ago. The Sonata was a hot seller then they destroyed it stylistically. They need someone to get the product plans under control. Doing a Santa Cruz crossover pickup would not break the bank, but they never gamble when they really need to.