Hyundai high on Santa Cruz pickup

Hyundai researchers have been quizzing buyers to figure out what's missing from today's vehicles. One potential answer: A small pickup like the striking Santa Cruz concept car that's making the rounds at auto shows.

As Hyundai's model line has grown, opportunities to increase sales have shrunk. The Korean automaker can no longer count on adding 100,000 US sales simply by moving into a popular market segment where it doesn't compete.

Having picked the low-hanging fruit, Hyundai changed its focus from new types of vehicles to ask buyers what's missing from current vehicles.

"We're looking to step outside the traditional vehicle segments," Hyundai product planning manager Brandon Ramirez told me. A number of customers said they don't like putting dirty cargo inside their shiny new SUVs. Hyundai responded with sketches that would become the Santa Cruz concept, a compact pickup with a small rear seat and short bed.

The Santa Cruz debuted in January at the North American International Auto Show in Detroit. Hyundai's a

"The response has been good so far," Ramirez said. The Santa Cruz wouldn't try to compete with traditional pickups, but to poach customers from small SUVs like the Honda CR-V and Nissan Rogue.sking customers about it at other auto shows, including the just-ended Chicago show and April New York show.

The research will tell Hyundai if enough customers agree to put that plan into action.

In the meantime, Hyundai will soon add an entry-level SUV smaller than its Tucson to compete with models like the Chevrolet Trax, Fiat 500X Honda HR-V and Mazda CX-3.

Hyundai doesn't sell a minivan, but the brand's executives show no interest in adding one, apparently satisfied to leave that niche to their corporate cousin Kia.

Contact Mark Phelan: mmphelan@freepress.com or 313-222-6731. Follow him on Twitter @mark_phelan.