By on February 17, 2010


When Hyundai introduced its first Tucson in 2004, the term crossover still hadn’t crossed over from the world of marketing into the public imagination. At the time, the term SUV still carried enough equity to convince even the ute-lets built on compact car platforms to emphasize their rugged inspiration with upright, boxy styling and spartan utility. These car-based “cute-utes” were, according to the logic of the time, for consumers who wanted in on the SUVs alleged lifestyle enhancements without the profit-swelling sticker shock and ruinous fuel bills. Today, the crossover has properly crossed over, leaving behind the pretensions of the SUV-weaning generation to assume its own identity in the automotive market. For better or for worse, the new Hyundai exemplifies this new state of the crossover, and it makes the case for itself without reference to its previous status as a cheap substitute for an SUV.
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