“This new crossover allows them all the expandable utility they need throughout their active week, from work-life professionalism, to social interests, to a whole variety of outdoor pursuits, without the typical compromises they have come to expect from the industry’s current product offerings.”
Hyundai research revealed that not everyone who wants an open-bed vehicle is willing to accept the tradeoffs that come with it. As evidence of this, industry pickup truck share is down over five percent in the last 10 years, with the biggest shift among young adults, reflecting a need for something that more closely matches these morphing lifestyles. In the past, small trucks accounted for half of pickup sales, and they were particularly popular with younger buyers. Today, that same young truck market is almost non-existent, and millennials under 30 represent just seven percent of all pickup purchases. Women, who buy more than half of all CUVs sold, now account for only 10 percent of pickup sales. Santa Cruz is intended to meet the customer needs that the current truck product offering is simply not fulfilling.
Santa Cruz is for the growing population who sees and pursues the world differently, those who want all the traditional attributes of a small CUV, but need the day-to-day versatility of an open bed. It’s the crossover truck that meets the unspoken needs of Urban Adventurers.