Modern Santa Cruz billed as a concept, but the US chief, Dave Zuchowski not hide his desire to attract "urban adventurers" with a stylish compact trucks.
He told Automotive News on Tuesday, January 13, Hyundai Motor must "know within a week," If consumers really want to be like Santa truck, its foundation beams and scalable bed.
If they do, Zuchowski intends to push "to get this into the product planning and fast track," he said. "There is a market, there is not yet developed, and we think this line with the market."
Hyundai has always been characterized by a car, not the car. But the brand, currently 60%, from the two-car sales - Elantra and Sonata - at a time of low gas prices crossover, SUVs and other vehicles more than half of the US light vehicle market is more committed to further tilt the balance.
In practice from the rest of Hyundai Motor Group, Santa Cruz was conceived by product planning, from the United States, not South Korea. Therefore, will be built, Zuchowski must convince their boss is in Santa Cruz will resonate with US customers and sales is not good enough, modern, to get their return on investment.
"They like the style," Zuchowski, Hyundai Motor America CEO, said senior executives of Hyundai Motor. "The bigger problem is feasible. Is there proof trucks and sport-utility investment in the gap between the car market?"
Answer "Yes" successful modern needs, while unusual truck in the recent past, such as Subaru and Honda Ridgeline, have failed. And would have to imitate the truck today, said Mike O'Brien, vice president of product planning company.
Many young people are with narrow streets and tight parking spaces, which is not practical city pad. O'Brien said there are buyers who are willing or able to climbing muddy dirt gardening tools and equipment have not been thrown into the trunk, but do not care about the load capacity or trailer, because you never have to carry one ton of gypsum board.
"We call them urban adventurer," O'Brien said. "We believe this is a significant number of such people, and growing."
Modern planners have come to define the product you are looking for a long way to go. The conventional junction unibody structure, to reduce the weight, and reduce noise and vibration. Will have better fuel economy than the frame of the body on a truck and sold at competitive prices and midsize pickups, such as the Chevrolet Colorado.
Striking feature is extensible bed, Chris Chapman, a high modern design center is located in Irvine, California designer. Compared with the high-end kitchen drawers.
O'Brien said that Hyundai has partnered with outside engineering firms to develop scalable bed, as well as mooring and canvas cover.
Zuchowski said Hyundai is also considering a miniature cross competition like the Honda HR-V and Mazda CX-3 model. But he said he would not consider the following modern Nissan and Toyota in the collection of traditional markets. Zuchowski said Hyundai Motor has "great respect" for the Detroit 3 in this field.
"They have done so for a long time, it is difficult to enter the market and compete with them," he said, citing Toyota's struggle.
A new market segment building is not easy. Zuchowski said Hyundai Motor to go.
"We know that we do very well," Zuchowski expressed. "We can make the car really well."
Post a comment
Hello guest, care to post a comment?