Hyundai… they make decent cars which wasn’t the case a few years ago but to be honest you can say that about a lot of car manufactures. We believe good design sells, and if we are being honest some of Hyundai’s offerings are not that inspiring. Take, for example, the i40 saloon. We’ll just leave right there because our lawyers have instructed us not to say anything illegal.

In America, Hyundai enjoys buoyant sales, but they don’t offer what Americans crave the most, no not Fajitas or Clam Chowder or cultural appropriation… the pick-up, Americans want the Pickup truck. The GMC Sierra 1500 SLE is currently the most popular Pick-up truck. Most people associate the American Pick-up truck with slack-jawed simple folk from the South who use Pick-ups to hunt game and later in the day attend far-right, rallies and dead of night torch lit marches. In the UK the Pick-up truck is usually associated with an episode of Lovejoy, in modern times they are found in the county of Essex, an area of England where mispronouncing words to make them sound English can land you a contract to appear in a pointless reality TV show. Hyundai wants to appeal to this consumer base, the Santa Cruz Pickup looks awesome and is slated for a 2020 launch date. The company is in the final stages of deciding on the design and specifications, sadly when the Santa Fe Pickup truck launches it will not look the concept. Concepts rarely make it into production unaltered. Concepts are designed to attract attention, then the accountants get in the way and say it will be too expensive to make for the mass market. Let’s hope the Hyundai accounts are on a day off, or on a corporate training day when the time comes to lock down the Santa Fe’s Pickup truck design language. Indeed, very little is known about the Santa Fe Pickup’s specification, it’s fairly obvious to deduce that it will use Hyundai’s range of petrol and diesel engines. As an example a 4-cylinder, 2.4-litre naturally aspirated is mooted. The Hyundai Santa Fe Pickup truck is expected to cost around $20,000 when it launches but be prepared to be disappointed when it doesn’t look like the concept.