Hyundai has been away from the pickup truck market and there is no logical reason for it. However, the company unveiled a pickup truck concept called Santa Cruz in 2015 and it finally looked like the automaker has realized what it’s losing out on. People would’ve expected Hyundai to launch a full-fledged, hardcore truck to leave a strong impression, but the Santa Cruz is a unibody pickup truck, which means that the automaker is offering a jack-of-all-master-of-none kind of a truck. However, a rendering artist named Enoch Gabriel Gonzales has envisioned a truck which he calls Tarlac, and it falls in line with the company’s design philosophy. Looks neat, huh?
What Does The Hyundai Tarlac Look Like?
The Tarlac draws a lot of inspiration from Hyundai’s current lineup and it doesn’t look out of place. The cascading grille on the front fascia seems to be inspired by the Santa Fe and the Palisade. From the looks of it, it appears to be a body-on-frame layout. The cuts and creases on the sides are evident. It doesn’t feature flared wheel arches or black plastic cladding, though. The wheels, however, look quite fancy.
While the front end and the side profile look good, the rear isn’t very appealing. The taillights seem to be a little overdone and it looks boxy overall. Nevertheless, it still looks pretty decent and in line with the other Hyundai products. This is what the designer had to say:
Where Is The Hyundai Santa Cruz?
For now, we know that the Santa Cruz will be launched in Australia and Southeast Asian countries. But, will it be coming to the U.S.? The answer is yes. Last year, a senior official said that finding a place to build the Santa Cruz was one of the biggest challenges it faced. After much deliberation, Hyundai chose its Montgomery, Alabama assembly plant as the birthplace for the pickup truck in the States.
The company will be pumping $410 million into the plant for expansion. This is not just for the Santa Cruz, but also for products like the redesigned Santa Fe which is seeing a rise in demand. Hyundai also said that the Santa Cruz will create 200 direct jobs at the plant and 1,000 indirect jobs through regional suppliers.
What Will The Santa Cruz Be Like?
Even though the Santa Cruz naturally fits into the mid-size pickup truck segment and would take on the Colorado, Tacoma, Gladiator, and the likes, Hyundai has said that the Santa Cruz will be targeted to a different set of audience. Hyundai is taking inspiration from Chevy LUV’s business model, wherein the truck was targeted to the ‘Baby Boomers’ back in the 70s and 80s. Hyundai will be marketing the Santa Cruz as “more of a lifestyle, urban commuter vehicle.”
Final Thoughts
Hyundai is a successful automaker with a presence in almost all segments. It has a plethora of hatches, sedans, and even SUVs in its portfolio, but the company never really made an effort to compete in the pickup truck segment.
Finally, in 2015, the South Korean automaker unveiled the Santa Cruz pickup truck concept at the Detroit Auto Show. The concept was very well received by the audience and we expected to hear more about it soon. Fast forward half a decade and we are still waiting for that truck. The truck was last spotted testing in Europe earlier this year, so we’re hoping to see it soon.
Given that Hyundai’s chief designer, Luc Donckerwolke, resigned recently, they could use some helping hands. A job for Gonzales, perhaps, Hyundai? What are your thoughts on the Hyundai Tarlac pickup truck? Share them with us in the comments section below.