News sources on April 1 are sort of a “read at your own risk” venture. That’s especially true in the auto industry, with plenty of blogs and automakers announcing far-fetched new products or “confirming” long-held rumors.
Yesterday, Volkswagen announced a supercar, Subaru confirmed just about every rumor about the BRZ, CarGurus announced that jaded teens will do your car shopping via text and Honda’s new vacuum now cuts hair, too. Good stuff!
So hearing about a Hyundai pickup, on the first of April, is something to be taken lightly. Except the news source is exceptionally credible, and now, it’s being reported on April 2, too. Yes, it seems a Hyundai truck has become a definite maybe.
And that’s not necessarily a good thing.
Currently, Hyundai has no plans to build a truck. What the company has done, according to Automotive News, is assign product planners and engineers to determine what size pickup would be best for the U.S. market.
Lee In-cheol, vice president in charge of international sales, said,
We do not have a pickup truck. Other than that, we cover almost every segment. We are studying that one very hard—what kind of pickup truck we should produce, if we have to. Is it a big-size pickup truck like in the United States or a small kind of pickup truck?
I find that, “…if we have to,” comment quite interesting. Obviously a truck isn’t something the company would be passionate about building. I would have rather heard In-cheol say that the company loves trucks and wants to put all the best research and engineering into a real competitor. Instead I get the feeling the truck would be an afterthought. I mean, Toyota desperately wants to compete in the “big-size” truck market here, but still gets stomped on by the American Big 3. I don’t see Hyundai making much of a dent in that segment. The “small kind” of pickup might be interesting, but only because there is currently a severe lack of them in the U.S.
My advice to Hyundai: Don’t do it if you don’t love it. Put your resources into stunning concepts like the HND-9 concept instead!
Should Hyundai build a pickup for the U.S. market?