When you are one of the world’s largest automakers, deep in what is a healthy growth period in American automotive sales, and you can’t muster sales gains … well, it’s time to re-evaluate your strategy.
This is the situation in which Hyundai finds itself.
After entering the U.S. utility market in 2000 with the Santa Fe, the Korean automaker has never fully expanded a solid line of compelling crossovers and SUVs to tantalize buyers. Instead, Hyundai has focused on building their quasi-luxury Genesis sub-brand as they crank out compact car after subcompact car, and growing when non-utility volume was good. Now, not so much. Utilities are the present and future.
Hyundai’s lineup is getting better, mind you, but there are still gaps. Compounding Hyundai’s sales woes is its smallest offroader offering — the Tucson — wearing age in not-the-most flattering of ways.
A little late to the party, Hyundai is looking to right the ship with a new Tucson. While the third-generation model looks good on the outside, it must be more than a pretty face if it wants to take on the Japanese army of CR-RAVs and their ilk.