Firm will bring compact truck to market; has announced a $410 million expansion programme at its US production facility
14 November 2019

Hyundai has embarked on a $410 million (£319m) expansion programme at its US factory, in line with plans to bring its new Santa Cruz pick-up truck to production in 2021.

Although Hyundai has been keen to enter the lucrative compact pick-up segment, the launch of the Santa Cruz – first shown as a concept in 2015 – has been delayed by the Korean firm's increased recent focus on electrification and expansion into new market segments. It will be built alongside the firm's Sonata, Elantra and Santa Fe models in Alabama. 

The firm claims the expansion will create 200 new jobs at its Montgomery plant, with the local supplier and logistics industry expected to recruit an additional 1000 employees. 

Late last year, Autocar spoke to Luc Donckerwolke, chief design officer at the Hyundai Motor Group. He said: “You’ve seen the [Santa Cruz] pick-up from the 2015 Detroit show, that car is under development at Hyundai”.

When asked how soon it will arrive, he replied: “As soon as possible. From my side [design], it's finished; the process to put it into production is now under way”.

The announcement comes as confirmation that Hyundai is targeting the ‘compact’ truck market, dominated in the US by models such as the Ford Ranger and Toyota Tacoma. A truck in this category has broader global market appeal than a larger, Ford F150-sized model, suggesting the Santa Cruz could come to Europe. 

Donckerwolke was recently promoted from being design chief at the group’s luxury brand, Genesis, to heading up all three brands. The former Bentley, Lamborghini and Audi design director replaced Peter Schreyer, who after 12 years as head of design moved to an advisory capacity. 

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Comments
6

3 December 2018
And they say the Chinese do cheap knock offs, if I was Volvo I'd be a bit angry right now.

FM8

14 November 2019
Sundym wrote:

And they say the Chinese do cheap knock offs, if I was Volvo I'd be a bit angry right now.

Yeah, but they all look the same

3 December 2018

Hyundai would be very brave to enter the US  full size pickup market,in the US & Canadian markets the Blue Oval sells well ove one million units of the F series truck Chrysler & GM trail behind but still over half a million units each, Nissan % Toyota have entered the market with the Titan & Tundra but have hardly made a dent in the Big Three's market share even though both models are built in the US. Even the smaller size pickup market has some very established compitition so either way Hyundai will have a mountain to climb

 

3 December 2018

I've been saying there's a market for smaller pick-ups.  Jeep's Wrangler launched this week is another that's too big.  This Hyundai and the Kia will sell like hot cakes.

14 November 2019

what an unfortunate name. Calling a car "holy cross" (that's what it means in Spanish) is surely a liability with a lot of people.

15 November 2019

 This is a lifestyle vehicle, it won't be seen with bags of Cement, Bricks or any other building materials in the load area, it's just an image enhancer, it's too fussy,too many creases,it hasn't got the Tonka toy factor about it....

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