Not a Rash Decision: Hyundai Greenlights Santa Cruz Pickup for 2021

Steph Willems
by Steph Willems

Think back to early 2015. January, to be exact. The world was nearly five years younger, and social media was less of a scourge. Far fewer grey hairs polluted this writer’s temples, his cynicism was still manageable, and the unlikely star of the Detroit International Auto Show happened to be a unique unibody pickup from Hyundai.

The Santa Cruz Concept unveiled at that show (seen above for the umpteenth time) employed clamshell doors for access to a tight backseat and a bed that straddled the line between Colorado and Baja. Boasting a modern, eye-catching body, it positioned itself as a youthful, entry-level activity vehicle for those with little interest in the size and expense of a larger, traditional pickup.

Nearly five years later, the Santa Cruz is finally, officially headed for production.

The decision to bring the concept to fruition was clearly not a light one to make; Hyundai brass reportedly sat on the fence for some time. For sure, we’ve been reporting on its limbo status for years, though in the past couple of annums the company has provided almost ironclad hints that it would eventually see the light of day.

Late Wednesday, the automaker made its intentions clear.

Production begins in Montgomery, Alabama in 2021, Hyundai said. The new addition to its lone American assembly plant will cost the automaker $410 million and deliver 200 new workers for the UAW to chase after.

After a post-recession sales surge, the brand’s American momentum tapered off, then shifted into reverse as the crossover craze left Hyundai scrambling for more sure-fire product to tempt cargo-conscious buyers. With those models now in production, it seems the coast is clear for a slightly more daring member of the Hyundai family.

It’s interesting that Hyundai’s announcement doesn’t contain the word “pickup.” Indeed, the automaker provides only a vague description of the production-bound model, referring to it as a “crossover” and a “compact utility vehicle.”

From Hyundai:

Santa Cruz is for those who want all the traditional attributes of a compact utility vehicle, but need the day-to-day versatility of an open bed. It’s the crossover that creates a whole new segment that successfully combines capability and utility to meet the unspoken needs of a new generation of buyers, especially Millennials.

Little is known about what form the CUV-with-a-bed will take, but don’t expect to see a close copy of the now-dated concept. Design head SangYup Lee has said the production vehicle will take on a more contemporary look. Beneath it will be a platform used by an existing product — perhaps that of the Tucson, which sees a new generation arrive for 2021.

And those nifty doors? Don’t bet the farm on seeing them appear on the Montgomery assembly line.

[Images: Hyundai]

Steph Willems
Steph Willems

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  • JD-Shifty JD-Shifty on Nov 16, 2019

    I'd be in if it has a manual and AWD and gets over 30mpg. If it gets bad mileage it better be sporty

  • Jeff S Jeff S on Nov 17, 2019

    AWD would not be bad unless they priced it too high and made it too large. I don't want to see another Ridgeline, not that the Ridgeline is a bad vehicle but it would be good to have a true compact pickup with a useable bed. I also don't want it to have a CVT or a double clutch automatic--it would be nice if a manual were offered as well as an automatic. Build it like this concept model and I might be interested.

  • Dave Holzman A design award for the Prius?!!! Yes, the Prius is a great looking car, but the visibility is terrible from what I've read, notably Consumer Reports. Bad visibility is a dangerous, and very annoying design flaw.
  • Wjtinfwb I've owned multiple Mustang's, none perfect, all an absolute riot. My '85 GT with a big Holley 4 barrel and factory tube header manifolds was a screaming deal in its day and loved to rev. I replaced it with an '88 5.0 Convertible and added a Supercharger. Speed for days, handling... present. Brakes, ummm. But I couldn't kill it and it embarrassed a lot of much more expensive machinery. A '13 Boss 302 in Gotta Have It Green was a subtle as a sledgehammer, open up the exhaust cut outs and every day was Days of Thunder. I miss them all. They've gotten too expensive and too plush, I think, wish they'd go back to a LX version, ditch all the digital crap, cloth interior and just the Handling package as an add on. Keep it under 40k and give todays kids an alternative to a Civic or WRX.
  • Jpolicke In a communist dictatorship, there isn't much export activity that the government isn't aware of. That being the case, if the PRC wanted to, they could cut the flow of fentanyl down to a trickle. Since that isn't happening, I therefore assume Xi Jinping doesn't want it cut. China needs to feel the consequences for knowingly poisoning other countries' citizens.
  • El scotto Oh, ye nattering nabobs of negativism! Think of countries like restaurants. Our neighbors to the north and south are almost as good and the service is fantastic. They're awfully close to being as good as the US. Oh the Europeans are interesting and quaint but you really only go there a few times a year. Gents, the US is simply the hottest restaurant in town. Have to stand in line to get in? Of course. Can you hand out bribes to get in quicker? Of course. Suppliers and employees? Only the best on a constant basis.Did I mention there is a dress code? We strictly enforce it. Don't like it? Suck it.
  • 1995 SC At least you can still get one. There isn't much for Ford folks to be happy about nowadays, but the existence of the Mustang and the fact that the lessons from back in the 90s when Ford tried to kill it and replace it with the then flavor of the day seem to have been learned (the only lessons they seem to remember) are a win not only for Ford folks but for car people in general. One day my Super Coupe will pop its headgaskets (I know it will...I read it on the Internet). I hope I will still be physically up to dropping the supercharged Terminator Cobra motor into it. in all seriousness, The Mustang is a.win for car guys.
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