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Hyundai Wants To Be A Force In The American Pickup Truck Market

And here's how.

Following rave reviews of the Santa Cruz pickup concept at the Detroit Auto Show last January, Hyundai is now on the verge of giving the concept the green light for production and also re-establishing itself as a serious truck manufacturer. According to Hyundai Motor America's CEO, Dave Zuchowski, the overwhelming positive feedback that the concept received at Detroit was a catalyst for the automaker to seriously consider it for production.

The concept, which is actually considered to be more of a crossover than a pickup, also received outstanding feedback in a customer survey conducted throughout the US. It is expected that Hyundai’s Korean headquarters will approve Santa Cruz production as early as November. Also according to Zuchowski, the concept's popularity was partially behind the company’s decision to begin transitioning several of its facilities from producing cars to crossovers. What's more, the Korean automaker is seriously looking into entering the compact-crossover segment where it would be competing directly with the Nissan Juke, Mazda CX-3, Honda HR-V, and Chevrolet Trax.

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