SangYup Lee, head of the Hyundai Global Design Center, recently told Motor Trend that the old strategy has been shelved. That includes the need to give its products the same look to create uniformity across its entire portfolio. Hyundai has also evolved in the last few years to the point that strategies back then no longer apply to the company’s current goals. His departure didn’t necessarily compromise the Santa Cruz’s future, but it did get pushed down Hyundai’s list of priorities. Former Hyundai North America CEO Dave Zuchowski was one of the concept’s champions when it first came out, but he’s no longer around to see his baby through after getting fired in 2016 when Hyundai’s car-heavy lineup at the time was struggling to compete with the growing popularity of crossovers and SUVs. Since then, Hyundai has undergone a dramatic shift in philosophy and priorities. The pickup concept was packaged differently, sure, but the stylistic genes of other Hyundai models were present in the Santa Cruz.īut that was four years ago. It’s no surprise that the Santa Cruz Concept bared aesthetic similarities with some of Hyundai’s existing models at the time, most notably the Tucson and Santa Fe SUVs. Granted, Hyundai adopted a different design strategy back then, one that relied heavily on creating a streamlined design that cut across its entire lineup. This is an interesting development, in large part because the design of the Santa Cruz Concept was one of the biggest reasons why it was received so well.
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