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Reports of the death of the Hyundai Veloster were premature.

“Don’t write its epitaph yet,” Hyundai Motor America product planning vice president Mike O’Brien said during an interview at the Detroit Auto Show. “We have the same team that has been working on Santa Cruz that is also working on the next Veloster.”

SEE ALSO: Hyundai Veloster May be Axed After One Generation

The Santa Cruz was one of the big surprises at this year’s Detroit Auto Show. The concept car is a hint at a future pickup truck from the South Korean automaker but, like the Veloster, takes a unique approach, shunning convention with segment busting packaging.

The Veloster, “has been a remarkable car for us in the U.S. market,” O’Brien said. “Typically coupe-like cars have a very sharp product life cycle. They spike and then in the third year they plummet. [The Veloster] continues to sell very well for us.”

According to GoodCarBadCar, sales in its first full year sat at almost 35,000 units. Since then it has declined steadily to 31,000 units in 2013 and 28,000 units in 2014.

SEE ALSO: Hyundai Santa Cruz First Look

Hyundai views the Veloster as more than just sales numbers, however. It’s helping Hyundai’s brand.

“It continues to attract really young buyers, very enthusiastic buyers,” O’Brien said. “It’s probably our most enthusiastic buyer group.”

Since its introduction, Hyundai has kept up the buzz around the Veloster with new performance versions like the Veloster Turbo and the R-Spec models as well as numerous special edition models and that isn’t about to stop. Hyundai plans to reveal yet another special edition Veloster in just a few weeks at the Chicago Auto Show.

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