Hyundai’s upcoming bakkie, to be badged the Santa Cruz, is set to go into production sometime this year. The new model looks set to compete in the rather competitive North American truck market however, its design team wants you to know that it’s not a traditional truck.
In the one minute video, Hyundai North America Design Manager Brad Arnold reveals that his team started designing the Santa Cruz without the clichés of a “traditional truck”. With this product, the brand intends to provide something new to the consumers.
Hyundai classifies the Santa Cruz as a “Sport Adventure Vehicle” that aims to thrive in urban and outdoor environments while still supporting any work-focused activities. Arnold suggests that open and closed storage will be generous.
For the design, Arnold states that ‘Constructed by Contrast’ became the guiding principle for the Santa Cruz. “Everything from its proportions to its lighting conveys that it’s not a truck, it’s a Santa Cruz”.
The official reveal for the bakkie is set to take place next week with a market release soon after. This is quite a bit earlier than the rumoured ladder-frame double-cab bakkie the South Korean manufacturer has planned for the global market in 2023.
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