Hyundai hoping to lure non-truck owners with new small pickup

The Santa Cruz should appeal to younger city-dwellers.

Thanks to extremely brand loyalty, the pickup truck market is a tough nut to crack. Pickup buyers tend to pick one brand and then stick with it for life. Keenly aware of that reality, Hyundai has decided to create a whole new segment of buyer with its upcoming Santa Cruz pickup.

Rather than attempt to woe buyers from compact pickups like the Honda Ridgeline and Toyota Tacoma, Hyundai has decided to target an entirely new buyer with its Santa Cruz pickup; Hyundai says it will aim the Santa Cruz at urban-dwelling millennials that have never owned a truck before.

In order to lure that demographic, Michael O'Brien, vice president of product, corporate and digital planning, promises the Santa Cruz will be a "very versatile vehicle” with a smaller footprint than a typical pickup truck. "That has the promise of creating a whole new class of buyers,” he told Automotive News.

As for timing, Hyundai still isn't ready to say when the Santa Cruz will arrive in dealer showrooms. However, O'Brien say the city truck is coming soon, so it could possibly arrive before its rumored 2021 production date.

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