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3 August 2021 1:24 pm / 1 comment
Tucson, Arizona. Santa Fe, New Mexico. Hyundai has a habit of naming its SUVs after American cities, and when it came to their new compact truck, they called it Santa Cruz. That’s a Californian beach city on the northern edge of Monterey Bay, south of San Jose. The small truck is more “lifestyle” than “work”, and as we’ll see here, Santa Cruz is a rather fitting name for the new model.
Hyundai says that the Santa Cruz is inspired by the city it is named after and the passion for adventure that lives there. In the marketing launch for its first-ever “Sport Adventure Vehicle”, Hyundai is partnering with former pro skateboarder and documentary filmmaker, Stacy Peralta, and local legends of the city to show how their spirit of adventure carries into the journeys the truck can deliver.
Hyundai wants millennials, and secondary targets, to ‘question everything’ for the remainder of the year. In what it is calling its biggest and most important launch in history, Hyundai is putting ‘Super Bowl-level’ dollars behind the debut of its newly redesigned Tucson brand. The hope is that the Tucson will be able to speed ahead within the competitive compact SUV segment. Marketing chief Angela Zepada says this is “not a new chapter, but a whole new book for Hyundai.”