They won't consider the SC much of a competitor. Also, Hyundai will be using a tactic to increase profits of their SC, by charging an LOA (lack of availability) fee. Inventories will be limited and they won't miss the opportunity to squeeze more money from the consumer, much the same as Kia does with the Telluride. If the SC is more than $35K it won't sell, period.It will be interesting if Honda and Nissan become more willing to offer discounts on the Ridgeline and Frontier to try and keep people interested in them over the Santa Cruz. On the flip side if Hyundai dealers try to mark this truck up they're going to lose customers fast.