Everyone loves to discredit the US car market when it comes to pickup trucks. Naysayers will vent that the US is only a small percentage of the global pickup market and that those sales largely don't matter on a global scale. Yes, this is real, I've heard these exact sentiments from industry execs and journalists alike.

The problem is, those saying these things are completely missing the point. Manufacturers are in an are where hyper-niching is the name of the game. You see it with BMW and Mercedes diluting their gene pools to fill gaps that no one knew could exist (X4 and X6 are perfect examples of this). So to just play off the US truck market as not important is flat out wrong.

Further, pickups are the best selling vehicles in the country from a consumer and fleet stand point. So it behooves OEMs to get into the game. And that's exactly what Hyundai will be doing very soon.

The SantaCruz truck concept is radical looking, but it's something that could realistically come to market. We're yet to see a production version, but Hyundai just announced that they will be building the truck AND it will be done in Alabama come 2021.

This is huge news as it solidifies Hyundai as a major player in the US market from every angle (they've recently made huge investments into cars, EV, and now trucks across the US range).

Hyundai Motor Manufacturing Alabama President and CEO Byungjin Jin said, “Bringing the Santa Cruz to HMMA demonstrates that Hyundai Motor Company is confident our more than 3,000 Team Members are ready to build a quality crossover for the U.S. market.”

What do you think about this?

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