Midsize trucks face the same issues across the board. Hyundai believes it has the solution.

      Hyundai

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      It’s no secret that midsize trucks come with compromises. While they have improved performance significantly with turbo engines and advanced suspension systems, why is it still a challenge for an adult to fit comfortably in the back seat? These are the real concerns of consumers, and Hyundai seems to be taking note as they develop their upcoming body-on-frame pickup.

      The Drive interviewed Olabisi Boyle, Hyundai Motor America’s vice president of product planning and mobility solutions, at the New York International Auto Show. As we discussed what Hyundai learned from its initial pickup in the U.S. market—the soon-to-be-discontinued Santa Cruz—she shared insights on what customers are expressing. While it is true that truck buyers seek appealing designs and strong utility, there is more to it than that.

      “There are certain things they appreciate, like interior comfort in all seating rows, not just the front,” Boyle noted. “This might seem minor, but it holds significant importance.”

      A regular-sized person doesn’t fit well back there. Toyota

      Today, almost every midsize truck features a crew cab, with models like the Chevy Colorado, Ford Ranger, and Jeep Gladiator offering no alternative configurations. However, I’ve witnessed how a rear-facing car seat base hangs precariously off the bench in a Colorado. And you haven't fully understood it until you've tried to sit behind someone in a Tacoma TRD Pro with its stylish IsoDynamic seats.

      “Even within this segment, they value fuel efficiency,” Boyle added.

      Currently, the Tacoma hybrid boasts the best combined fuel economy of any midsize truck at 23 mpg. The Ford Ranger achieves 21 mpg combined with its turbocharged four-cylinder, whereas the Colorado and Frontier are limited to 19 mpg combined (I’m comparing 4x4 models, as they are most common in real-world use).

      It remains uncertain what powertrain options Hyundai will provide with its truck, and judging by Boyle's comments, decisions may not yet be finalized:

      “There are opportunities with HEV [hybrid], EREV [extended-range electric], ICE, and EV. We are investigating all of these options currently to determine the best fit. The goal is listening to customers in the midsize truck market and assessing whether they prioritize efficiency over towing and fuel economy before making decisions based on those trade-offs. Fortunately, we have a variety of powertrains to consider which will best meet the needs of the midsize truck buyer, especially if it gives us a competitive edge over leaders in the segment. However, we haven't yet announced which powertrain we will choose.”

      The interior of the Hyundai Boulder concept is certainly innovative and demonstrates the brand’s fresh approach to screens and controls. Hyundai

      Boyle also identifies areas where Hyundai can gain an advantage, such as advanced driver assistance systems and the truck’s interior user interface. She emphasized that physical controls will definitely have a role within the truck: “Essential functions that require frequent use will remain as manual knobs. It’s just how it is.” Ultimately, she acknowledges, “you’re not truly competitive if you lack that capability.”

      In summary, it’s a combination of factors that people are looking for. They desire more space, intuitive controls, and improved fuel efficiency—all while being able to perform work tasks and enjoy outdoor activities on weekends. Hyundai has a considerable challenge ahead, but if they execute properly, there is definitely profit potential in this segment.

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