Hyundai Announces New Pickup Truck for US Market

Following a less enthusiastic response to the Santa Cruz, Hyundai is fully committing to a purpose-built, body-on-frame pickup truck specifically designed for American consumers. The company previewed the new vehicle, inspired by the ‘Art of Steel’ design language showcased in the Boulder concept, at the New York Auto Show.

‘Art of Steel’ Design and Future Models

Hyundai’s head of global design, SangYup Lee, emphasized that this isn’t merely a concept car. He described it as a “confident declaration” of the company’s direction with its upcoming US-built pickup. The design is expected to also influence a new SUV, similar to the Boulder concept.

Truck Design and Specifications

Exterior Features

A single teaser image reveals a dual-cab truck with an upright nose, boxy silhouette, and large wheels, suggesting a rugged capability. The “Art of Steel” styling, as seen on the Boulder SUV, provides a strong indication of the truck’s aesthetic. Renderings suggest a design reminiscent of a smaller Chevrolet Silverado.

Under the Hood

Both the SUV and the truck will utilize a new, dedicated body-on-frame architecture. This construction will provide the necessary toughness for off-road performance, towing capacity, and payload capabilities to compete with rivals like the Ford Ranger, Toyota Tacoma, and Chevrolet Colorado. The architecture is also expected to support hybrid and range-extender powertrains, aligning with Hyundai’s electrification strategy.

Production and Market Strategy

Hyundai President and CEO Jose Munoz confirmed the pickup will be tailored for North America and is slated to arrive by 2030. Production will take place in the United States, utilizing “American-sourced steel.”

Addressing Santa Cruz Reception

Randy Parker, CEO of Hyundai Motor North America, acknowledged the shift away from the lifestyle-oriented Santa Cruz and its moderate market reception. Hyundai learned from the Santa Cruz experience and is now focused on delivering a traditional body-on-frame truck.

Customization and Versatility

Brad Arnold, Hyundai North America’s Chief Designer, highlighted the vehicles’ designed-in flexibility. The Boulder’s accessory-ready platform is intended to be a customizable base for owners to tailor their vehicles to their specific needs and hobbies. Features like 37-inch tires and impressive ground clearance will enhance off-road capability.

Broader Product Plans

This pickup truck and SUV are part of a larger product expansion plan for Hyundai. The company intends to launch 36 new or refreshed models over the next five years, while Genesis plans 22 debuts during the same period.