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Hyundai changes Santa Cruz pickup design to be 'more distinctive'

by Justin King

The company no longer wants the pickup to fall in line with the styling of its cars.

Hyundai has apparently taken a different tack with the Santa Cruz pickup's styling late in development.

The concept featured a bold design language that meshed with Hyundai's cars and crossovers, particularly up front with the company's characteristic grille.

Speaking to Motor Trend, Hyundai's head of global design, SangYup Lee, suggests the switch was motivated by a new design ethos that aims to turn more heads rather than anchoring all models to be instantly recognizable as a Hyundai.

The production Santa Cruz consequently promises to be "a lot more distinctive" with "a lot more character," the design boss says. "The look of it is a lot more progressive."

The crossover-based pickup is expected to enter production around 2021.

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