In anticipation of the official debut of its first pickup truck – the Santa Cruz, Hyundai continues teasing the public with new images.
In the latest video posted on Hyundai Motor America’s official website, the automaker focuses on the design of the pickup and uses a completely different approach to the Hyundai Santa Cruz compared to modern pickup trucks. Indeed, the styling for this class is all-new.
Why does the Korean automaker take such a revolutionary path in developing the pickup?
The answer seems to be simple. Hyundai cannot bring an ordinary pickup truck to the U.S. market, as buyers won’t accept it as something fresh and interesting. Let’s take the Mercedes-Benz X-Class for example: it is cool, but such vehicles already were and do exist. BMW, by the way, doesn’t even try to enter the pickup segment, although some rumors have been circulating…
On the other hand, Americans like pickup trucks. Dwayne Johnson spoke very precisely about this. It’s about Dwayne Douglas Johnson also known as The Rock,
I love driving the cool cars, but there is nothing like driving a pickup truck.
The Ford F-Series, Ram Pickup, Chevrolet Silverado pickups take the first three places by sales in the USA, followed by the Toyota RAV4.
That’s why Hyundai has to offer something fully new, non-trivial, if the company strives to succeed in the pickup class in the United States. The Hyundai Santa Cruz’s design is a possible way to that success.
The official premiere of the new pickup truck will take place on April 15 in a digital format.