Santa Cruz Concept: Hyundai Thinks You're Ready for a New-Age Kind of Pickup | Edmunds.com


Looking to address what it sees as unmet needs of younger urban buyers, Hyundai's Santa Cruz Crossover Truck Concept is a compact truck that doesn't try to mimic the capability of traditional pickups, just gives you a way to haul stuff you'd rather not have inside.
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I have to admit Hyundai is doing an awesome job on the concepts but production models kind of disappoint me so far.
As for that $40K price quoted for large pickups, one reason for that is people like to buy them loaded to the gills. Plus, that's going to include not only traditional half-ton trucks, but 3/4 ton, 1-ton, and maybe even heavier configurations. If you don't go hog-wild on options, you could easily get a half-ton full-sized truck for less than what this Hyundai would most likely end up MSPR'ing for. Plus, I don't think too many people would cross-shop this Hyundai with a standard-sized pickup. My guess is it would go more against the likes of the Colorado, Frontier, and Tacoma...although in many cases, even they aren't much cheaper than full-sized half-ton trucks. As for that statistic about the 30 and under crowd accounting for 7% of full sized trucks, I'm surprised it's even that high. The young'uns are struggling with student loan debt, starting families, finding good jobs, etc. I doubt too many of them are in the market for a standard sized truck. They'll probably pass up this Hyundai too, unless it comes in at a really good price.
Still think someone needs to come out with a ranger sized pick up also