Hyundai Discovered the Hard Way What Truck Buyers Desire and Dislike

      Hyundai

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      As you may have noticed, Hyundai is making a significant move into the truck market. The Boulder concept was unveiled at the New York International Auto Show this week, showcasing features like a body-on-frame structure, independent front suspension, a solid rear axle, and 37-inch tires. It remains uncertain which elements of this concept will transition to a production model, but Hyundai has indicated that this concept is a precursor to a midsize pickup anticipated by 2030. The automaker has learned from its previous experience that successfully selling a truck in the U.S. requires a precise approach.

      These insights were gained from the recently discontinued Santa Cruz. Hyundai Motor America Vice President of Product Planning and Mobility Strategy, Olabisi Boyle, shared this with The Drive in a brief conversation. “That was intended to be a lifestyle truck and our initial entry,” she noted. “We learned some lessons. From a design perspective, people appreciated it. I think the interior was also well-received, even in comparison to the Maverick.”

      The soon-to-be-retired Santa Cruz has its strengths; however, it struggled to compete against the Ford Maverick in terms of sales, according to Adam Ismail.

      Boyle acknowledged that the Ford Maverick's superiority lay in its powertrain options:

      “The Maverick offered a HEV [hybrid electric vehicle], which significantly contributed to its success. Now that we’re moving toward a body-on-frame design, we understand that capability is crucial. The platform is important as well. We recognize the necessity of adding something beyond that, especially considering the brand loyalty of consumers in this segment. We need to identify areas where we can outperform the leaders. Our mindset is different this time around compared to when we were developing the Santa Cruz, where our goal was to gently enter the market with appealing design.”

      Previously, we questioned why the Santa Cruz didn’t include a hybrid option; Boyle acknowledged last year that there’s demand for hybrids in small trucks. So why didn't Hyundai produce one? The reason remains unclear, but it's reasonable to think it could have been an option since the Tucson model has an electrified variant. It does seem like a strange decision, and when we revisited the topic with her, she stated, “At this point, I won't delve into that, but I can say our approach to design moving forward will take all those factors into account from the outset, and we will certainly include it.”

      The Boulder concept represents a significant shift from the Santa Cruz, with Hyundai believing it aligns more closely with American customers' desires. It's certainly a much closer match.

      Boyle and the rest of the Hyundai team appear optimistic that the body-on-frame truck will outperform the Santa Cruz. One certainty is that it must be well-executed to compete with Toyota and domestic competitors continually investing in the midsize truck market. There are no easy wins in those segments, whether discussing pickups like the Tacoma or SUVs such as the Bronco and Wrangler.

      Have a tip or question for the author? Reach out directly at caleb@thedrive.com.