The South Korea automaker announced plans for a $ 410 million investment in the Montgomery, Alabama assembly plant on Wednesday, a move marking Hyundai's first dive into the compact pickup market. On the whole, there is a small part of the truck segment that other manufacturers have ignored in recent years.
From 2021, Hyundai Motor Manufacturing Alabama (HMMA) will add the Santa Cruz pickup to its growing portfolio of US-made vehicles. At the same factory, Hyundai is currently producing its Santa Fe SUV, as well as two sedans, Elantra and Sonata.
"Bringing Santa Cruz to HMMA shows that Hyundai Motor Company is convinced that our more than 3,000 team members are ready to build a quality transition for the US market," said Hyundai Motor Manufacturing Alabama president and CEO Byungjin Jin. [1
Unfortunately, Hyundai has not shown us another image of what it envisages Santa Cruz to be. The brand says it is actively targeting a "new generation of buyers, especially Millennials." Perhaps the end product will be quite close to the ultra-modern concept it debuted, hopefully including the razor-sharp edges and lively accents as well.  You may also find it interesting that Hyundai didn't use words a "pickup" in its official press release – at all. It has actually avoided that concept for a while, and historically called the concept a "crossover truck" and "compact utility vehicle." We are not sure if Hyundai is trying to avoid backlash from purists on bodies that condemn the viability of the vehicle or whether it hopes to open the market to otherwise non-truck buyers.
Regardless, we are excited that a new compact pickup option will be coming to American consumers in the near future.