Time has passed and the design strategy at Hyundai has changed. As the brand has matured, there is no longer the need to give every product in the lineup the same look. No more Russian dolls, says SangYup Lee, head of the Hyundai Global Design Center in Namyang, Korea. He wants new vehicles to be striking and different, forcing customers to take a closer second look at which point they discover it is a Hyundai.
It means that the Santa Cruz, a concept penned five years ago, was designed under the old family-resemblance regime. The design had to be updated, while keeping the basic look that made it popular.
The new Santa Cruz "will be a lot more distinctive" and have "a lot more character," said Lee in an interview with MotorTrend. It is still a crossover pickup "but the look of it is a lot more progressive." The new look has been finalized and locked in.