Two years have passed since Hyundai dropped the Santa Cruz Crossover Truck Concept at 2015’s North American International Auto Show.

A small, stylish, affordable, diesel-powered trucklet? Give’er the green light, the internet says.

Hyundai has consistently supplied plenty of information in the 24 months since the truck’s debut to stoke Santa Cruz-oriented hype. “There is a very high probability we get the approval of the truck soon,” now-departed Hyundai USA boss Dave Zuchowski said 20 months ago.

Soon? Clearly not.

Acknowledging Hyundai is “working as hard as we can to make it happen,” Hyundai’s vice president of corporate and product planning, Mike O’Brien, told Car And Driver that Hyundai is still not entirely certain the Santa Cruz is bound for production. (Read More…)

Hyundai Motor America CEO Dave Zuchowski is making a name for himself as a worthy successor to the frank-talking John Krafcik. Not hiding behind PR caution or fear of tipping off competitors, Zuchowski told Wards Auto that Hyundai is getting ever closer to a decision on the Santa Cruz.

“It’s definitely making progress,” Zuchowski told Wards in an otherwise crossover-centric interview. Introduced as a small pickup truck concept at 2015’s North American International Auto Show in Detroit, the Hyundai Santa Cruz whetted the appetite of a surging non-full-size pickup truck market. The green light the Santa Cruz has been waiting for, however, is not yet shining bright. Not quite yet. (Read More…)

“There is a very high probability we get the approval of the truck soon.” – Dave Zuchowski, CEO of Hyundai Motor America.

In a sense, the debut of the Santa Cruz Concept at the North American International Auto Show in Detroit this past January was surprising because of its level of production readiness and execution. On the other hand, to those who were aware Hyundai had for years been contemplating the idea of a pickup truck, the Santa Cruz wasn’t a shock at all.

Now, with word that Hyundai is likely to soon green-light production, the case for marketplace success is quickly called up for debate. Even with the arrival of new midsize pickup trucks from General Motors, the non-full-size pickup truck market remains relatively small at just 15% of the overall pickup truck category and 2.2% of the overall industry’s volume through the first four months of 2015.  (Read More…)