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Seriously, as cool as the concept is, does Hyundai have the expertise to enter themselves in a fiercely competitive market?

What is it? And now for something completely unexpected: a Hyundai pickup truck! But don’t expect the Korean automaker to jump headfirst into the truck market anytime soon. Rather, the Santa Cruz is a study in design and function. It was penned with the city dwelling millennial in mind, and the design element will likely inform future Hyundai SUVs.


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Seriously, as cool as the concept is, does Hyundai have the expertise to enter themselves in a fiercely competitive market?
It's not a fiercely competitive market; it's a segment that doesn't exist. No different than CUV's or tablet computers, a few years back. If they build it, it will boil down to marketing. The need must be created, whether it truly exists or not! Just ask Apple; people had no idea what a tablet was and why they needed it, until Apple told them they did!

If this is viewed as a truck-competitor, it has zero chance. Listening to the Hyundai guys on stage, I'm pretty confident they realize that, as well.
 

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I get that... but see this is where it gets strange, Subaru had the Baja not but a few years ago... sure it has a cult following bt not enough to substantiate continued existence.

Hyundai needs to be double careful because if it ends up competing with CUV's its in just as much trouble...
This is what I was looking for...

Whether Toyota is serious about producing a vehicle like the A-BAT and taking on the unibodied Honda Ridgeline is hard to say. Subaru tried a vaguely similar thing with its car-based Baja and barely sold 30,000 before finally pulling the plug on the model in April 2006.
Toyota A-BAT Concept - Auto Shows - Car and Driver

Thats what really worries me, is that there may be a reason the segment doesn't exist...



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Carmakers fail all the time. Sometimes, they misread the market. Other times, they are too late to the party. There will always be those who say, "I told you so!" Hyundai was a bit player in 2001, when they took a big chance with the radically different Santa Fe, which turned out to be a home run. That car, alone, put Hyundai in the ball game and they followed it up in 2010 with the Sonata, which was a grand slam. I'm hoping they have the courage to be that company, again.
 

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The Santa Cruz will be a risk for Hyundai. It has potential but is not a sure-fire thing by any means. I don't think its that competitive though in the sense that nothing is quite like the Santa Cruz on the market right now. Where it will succeed or fail is if people are drawn to it, or if they find that other models are better alternatives (e.g. CUVs, small trucks, sedans). The Santa Cruz is a mix of a lot of different types of models.
 

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The Santa Cruz will be a risk for Hyundai. It has potential but is not a sure-fire thing by any means. I don't think its that competitive though in the sense that nothing is quite like the Santa Cruz on the market right now. Where it will succeed or fail is if people are drawn to it, or if they find that other models are better alternatives (e.g. CUVs, small trucks, sedans). The Santa Cruz is a mix of a lot of different types of models.
I agree, it's why i'm not completely serious about it now as how it looks to me there seems to be a 50/50 chance of it happening, may reasons why it wouldn't and good reasons that we have seen in favor of it.
 

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I agree, it's why i'm not completely serious about it now as how it looks to me there seems to be a 50/50 chance of it happening, may reasons why it wouldn't and good reasons that we have seen in favor of it.
Hyundai is making it seem like they are pretty committed to it at this point. They also could use it as a base to create a model that isn't quite the same body type so that it fits a bit more into a segment that we understand better.

What concerns me is that the Ram 700 was not released in the US after speculation and I see the Santa Cruz as being of the same breed.
 

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Hyundai is making it seem like they are pretty committed to it at this point. They also could use it as a base to create a model that isn't quite the same body type so that it fits a bit more into a segment that we understand better.

What concerns me is that the Ram 700 was not released in the US after speculation and I see the Santa Cruz as being of the same breed.
Car companies are notoriously chicken-s***, when it comes to paradigms. This is a major paradigm break. I will be SO impressed if Hyundai actually has the courage to pull the trigger, and I agree with you, in that they are sounding like they will.
 

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Car companies are notoriously chicken-s***, when it comes to paradigms. This is a major paradigm break. I will be SO impressed if Hyundai actually has the courage to pull the trigger, and I agree with you, in that they are sounding like they will.
Of all the brands out their to do this, Hyundai isn't one I would consider but at least if they do it, it will be part of the change they need and show what they're willing to try.
 
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