Midsize trucks encounter the same issues across the board. Hyundai believes it can provide solutions to these problems.

      Hyundai

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      It’s no secret that midsize trucks have their limitations. While they are better than ever with turbo engines and impressive suspension systems, it raises the question of why a full-sized adult struggles to fit in the backseat. These are important considerations for everyday consumers, and it appears that Hyundai is attentive as it develops its forthcoming body-on-frame pickup.

      During a discussion at the New York International Auto Show, The Drive spoke with Olabisi Boyle, Hyundai Motor America’s vice president of product planning and mobility solutions. As we reviewed insights gained from Hyundai's debut pickup in the U.S. market—the soon-to-be-discontinued Santa Cruz—she shared feedback received from customers. It’s evident that truck buyers appreciate bold designs and strong utility, but their desires encompass more than that.

      "They definitely want comfort in the interior across all rows, not just the front row," Boyle noted. "Though it may seem minor, it holds great significance."

      No average-sized person can comfortably sit in the back. Toyota

      Most midsize trucks on the market today are crew cabs, with models like the Chevy Colorado, Ford Ranger, and Jeep Gladiator offering no alternative configurations. However, I’ve personally observed a situation where a rear-facing car seat base extends over the rear bench in a Colorado. And it’s an experience until you attempt to sit behind someone in a Tacoma TRD Pro equipped with those stylish IsoDynamic seats.

      "Customers in this segment are also focused on fuel economy," Boyle added.

      Currently, the Tacoma hybrid boasts the highest combined fuel economy at 23 mpg among midsize trucks. The Ford Ranger achieves 21 mpg combined with its turbocharged four-cylinder engine, while both the Colorado and Frontier are limited to 19 mpg combined. (I’m making comparisons based on 4×4 models, as that's what is commonly seen in everyday use.)

      What types of powertrains Hyundai will include in its truck remains uncertain, and from Boyle's comments, it appears that decisions are still being made:

      "There are various options with HEV [hybrid], EREV [extended-range electric], ICE, and EV. We are exploring all these possibilities to determine the best fit. The aim is to listen to what consumers in the midsize truck market prioritize, whether it's efficiency over towing or fuel economy, and then make a decision based on those preferences. What’s advantageous is having a range of powertrains—standard HEV, HEV, EV, ICE—to optimize for what the midsize truck buyer desires, particularly if it gives us an edge over the competition. Currently, we haven’t finalized which one it will be."

      The interior of the Hyundai Boulder concept is certainly innovative, indicating the brand's fresh approach to screens and controls. Hyundai

      Boyle also identified additional areas where Hyundai could seize opportunities, such as advanced driver assistance systems and the interior interface. For instance, she emphasized that physical controls will undoubtedly remain in the truck: “Essential functions that need to be repeated will stay as manual knobs. They simply will.” Ultimately, Boyle admits, “you’re not competitive if you lack the capability.”

      Thus, it boils down to several factors. Consumers seek more space, user-friendly controls, and improved fuel efficiency, all while maintaining the ability to perform hard work and enjoy leisure activities on the weekends. Hyundai has significant challenges ahead, but if the automaker can navigate this correctly, there’s certainly potential for profit within the segment.

      Do you have any tips or questions for the author? Reach out directly: caleb@thedrive.com