If that happens, there will be more competition for the Santa Cruz. Several recent news reports have indicated the Detroit automaker is also studying opportunities for an even smaller entry, likely car-based, that could come to market sometime during the first half of the coming decade. Ford Motor will early next year relaunch the midsize Range nameplate that has been absent from the American market since 2011. The automaker is also expanding and updating its crossover line-up to gain momentum.Īs it tries to gain a foothold, other automakers are stepping up their efforts as well. Utility vehicles, pickups, vans and other models now account for 68.6 percent of the American new vehicle market, with Hyundai's light truck share only at 43.5 percent. and Asian competitors in adapting to this trend, noted Mike O'Brien, its top U.S. While Hyundai is still studying the potential demand for the Santa Cruz, the truck will become part of the brand's broader shift into light trucks. Unless NAFTA is rewritten or scrapped, as President Donald Trump has threatened, trucks built there don't pay the chicken tax. The carmaker might also try to squeeze the truck into one of the plants operated by its Korean sibling, Kia, one in Georgia, the other in Mexico. The alternative would be to produce Santa Cruz at Hyundai's sole U.S. But at the likely price for the Santa Cruz, margins likely will be much tighter. That could mean a starting price in the teens, undercutting the current base model among midsize trucks, the Nissan Frontier, which starts at around $18,000.įull-size pickups are some of the most profitable vehicles sold in the U.S., and midsize models are generally delivering good margins, according to industry data. Though it will have more flexibility than a similarly sized utility vehicle, Hyundai isn't planning to bill the production Santa Cruz as a work truck, but will target millennials and even younger Gen-Z buyers who, much like the then-young boomers, wanted something a bit different and more affordable. Retracted, the Santa Cruz concept was only about as long as a typical concept sedan. First of all, the Santa Cruz isnt an entirely new vehicle from the Korean Automaker as the first concept for it was unveiled. Fully extended, a motorcycle could fit into it. The unusual system worked something like a drawer, allowing the bed to slide back to add extra length for large cargo. One of the key questions yet to be revealed is whether the production version of the Santa Cruz will feature the same, unique bed extender that was a key part of the show car's appeal. Personal Loans for 670 Credit Score or Lower Personal Loans for 580 Credit Score or Lower Best Debt Consolidation Loans for Bad Credit
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