#ItsNotTheSizeOfTheTruckItsHowYouUseIt

It’s probably exciting to be working in transportation media at a dawn of an all-new product category. Imagine the journalists in 1964 witnessing the birth of the pony car. What about those in the mid-Nineties covering the birth of the crossover – never mind, that probably wasn’t all that thrilling. I’m picturing, instead, the newsroom at The Truth About Buggies in 1884, with cigar-chomping editors looking at telegraphed press releases touting the first automobile, sending poorly-paid flunky journalists on junkets via train with a typewriter.

Perhaps we’ve witnessed our own segment birth – or, really, re-birth – with the reimagining of the compact pickup truck market. The 2022 Hyundai Santa Cruz, it would seem to anyone watching, would be the first entrant into that category. Hyundai, inexplicably, would rather you not call it a truck.

Have you ever seen those wobbly hitch-mounted cargo carriers obscuring the license plates on slow-moving SUVs – usually with a Yeti cooler and some camp chairs strapped down? Perhaps the Santa Cruz is more like that – a Tucson with a well-integrated, weather-resistant (when properly equipped) cargo carrier.