In a market increasingly dominated by pickups and utility vehicles, Hyundai is “out of whack,” with a car-dominated model mix, but that’s about to change, says the company’s top U.S. executive.
Sometime before April, the Korean carmaker is formally planning to announce it will build the well-received Santa Cruz pickup that debuted in concept form at the 2015 Detroit Auto Show. But it will be just one in a flurry of new crossover-based models for both the mainstream Hyundai and new Genesis luxury brands, officials have confirmed.
“We’re out of whack, a fish swimming upstream,” in the current environment, said Hyundai Motor America CEO Dave Zuchowski, noting that while truck models currently account for 58% of the U.S. vehicle market, they make up barely 27% of Hyundai’s American volume.
And without getting more in line with market trends, Hyundai is beginning to see its steady growth begin to sputter, officials acknowledged during a media preview of the new Elantra sedan in San Diego.