In today’s crowded market, automakers are constantly looking for new opportunities, so called “white spaces” where they can target a new niche of buyers.
After years of toying with the idea of entering the pickup truck market, Hyundai may have come up with an alternative in the form of the Santa Cruz Concept making its debut at this year’s North American International Auto Show.
Santa Cruz , starts with a 5-seat crossover-like cabin mated to a shortened, pickup-style bed. But don’t call it a pickup, insists Hyundai Director of Corporate Planning Mark Dytko. “No everyone who needs an open bed wants a pickup,” he says.
The concept vehicle targets young, so-called “Urban Adventurers” who are likely to lead an active lifestyle and want a place they can carry tools or toss dirty sportswear and gear, rather than inside their car or crossover, he explains. For those who need to haul some lumber or, perhaps a dresser they found at a flea market, there’s an integrated extender that yields nearly as long cargo bed as a midsize pickups.
But the footprint of the Santa Cruz is about that of a compact crossover, making it easy to maneuver and park on crowded city streets, Dypko notes.
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Unlike a pickup or more traditional SUV, the concept vehicle is not designed to manage off-road environments. It has no more ground clearance than a car, and no real towing capacity.
Ironically, Subaru thinks it’s this lack of truck-like functionality that might expand the appeal of a production Santa Cruz to the 80% of U.S. buyers who never put a pickup on their shopping lists.
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It doesn’t mean the Santa Cruz can’t be sporty, however. I concept form, it features a 2.0-liter turbodiesel making 190 horsepower and 300 pound-feet of torque. It would yield, suggests Dypko, mileage in the “high 30s.”
That is, of course, if it were put into production.
Hyundai has spent more than a decade trying to figure out how to enter the truck market, And for good reason, notes Dave Zuchowski, the CEO Hyundai’s U.S. sales arm. Trucks were largely responsible for the recent, large gains in the U.S. automotive market, passenger car sales running relatively flat.
The Korean carmaker hasn’t felt confident tackling dominant domestic full-size pickup manufacturers, and can’t make a business case for a conventional midsize model.
But is there an argument for something that is a blend of car – or crossover – and pickup? A number of competitors have tried. General Motors long produced the El Camino, and Ford was one of several makers that tried the hybrid approach with its now-abandoned Explorer Sport Track.
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Hyundai is hoping its formula finally hits the market sweet spot.
For now, “It is not included in our production plans,” cautioned Zuchowski, adding that the maker will be looking closely for feedback from media and potential buyers at the Detroit Auto Show and other upcoming events. “If it does what we think it will we want to move it into production as quickly as possible.”
Unfortunately, Zuchowski told TheDetroitBureau.com, “quickly” is a relative term. Even if the Santa Cruz concept were to generate solid feedback, “The very earliest we could see something like this (reach showrooms) is three years.”
DOUBLE YUCK!
Cool!
Well, I can hardly call this new. Ford started this whole thing in 1957 with the Ranchero. At the time, the full-sized Ford was body on frame. The Ranchero was derived from a modified station wagon body. Chevrolet followed in 1959 with the El Camino. That model was carried up through the 1980s on various chassis. Personally, I don’t think that Hyundai has the guts to make this. Subaru tried it with the Brat and the Baja and those models were dropped. And, dare I say the word, Station Wagon, a dirty word in this country, but after all, a cross-over and sport-utility are nothing more than station wagons on steroids. People want practicality. If you remember back to the 50s, 60s and 70s, 80s and even the early 90s, full-sized station wagons (with or without wood on the side) could carry full-sized sheets of plywood with ease. Try putting that into your cross-over. It would take a full-sized Suburban or Tahoe to handle that today. Nice vehicles, too bad they only get 5 MPG.
“Ironically, Subaru thinks it’s this lack of truck-like functionality that might expand the appeal of a production Santa Cruz to the 80% of U.S. buyers who never put a pickup on their shopping lists.”
Ummm. Not Subaru
I think this is like one of those sounds that only people under 25 can hear. I’m older, and I see “el camino” or “Rampage”, but my 20-something co-worker thinks it’s pretty cool.
Getting the same feedback…a polarizing vehicle to all but those in Gen-Y and younger.
Paul E.
Anybody remember the Brat? Or The Hummer H2 SUT? Each with their own niche, one high end and one at the other end. But defined with supposed practicality with a big dose whatever a person wants to do. Like I said. Cool!
Hyundai’s El Camino. We’ll see.