A Big Pick Up Truck For Hyundai?
Korean automaker Hyundai is setting its sights on becoming the fifth largest automaker in the world. Standing in its way is
DaimlerChrysler, but Hyundai believes that the German-American automaker will be surpassed especially as new models come online.
Hyundai’s two biggest weaknesses is a dearth of luxury models for the American market and no pick up trucks whatsoever. While luxury cars will soon be sold worldwide by Hyundai, trucks may take a little bit longer to hit the market. Once the first large Hyundai pick up truck is released, you can expect that the industry will be shaken to the core.
Granted, the market for a large Hyundai pick up truck will probably be reserved for the North American market only. Still, with annual sales approaching 500,000 units in the USA alone, Hyundai is missing out on an important vehicle that is both profitable and a great seller. Indeed, if Hyundai does build a full sized pick up truck it could push sales of Hyundai above DaimlerChrysler and prepare the Korean automaker for further advancements up toward the top of the automotive manufacturing pile, the company’s long term goal.
Hyundai won’t get a toehold in the US without some strong opposition particularly from the leaders: Ford F-150, Chevrolet Silverado, GMC Sierra, and the Dodge Ram. Indeed, with the Toyota Tundra and Nissan Titan included in the mix, the field is already fairly crowded. However, there are several ways for Hyundai to jump in, grab sales, and increase market share:
Build The Truck In Korea - South Korean wages remain far lower than that gained by workers in the USA. To this advantage Hyundai can parlay lower wage costs by building a well equipped, full size truck and shipping it to North America. By selling it for three to five thousand dollars less than comparable vehicles, Hyundai can immediately become a formidable competitor.
Build The Truck In China - Cheaper than Korea is the Chinese labor market and Hyundai can easily build a factory in China and have trucks shipped from there to the US. As long as the company exerts great control over the production process, quality levels should remain high allowing for the Korean auto giant to produce big and sell low.
Build The Truck In America - Resistance to a Korean truck by loyal American truck owners may be hard to overcome especially if it is built outside of the US. Look for Hyundai to give strong consideration to building the truck at a US factory to allay criticism and by marketing a home grown product.
Naturally, the new truck from Hyundai must also be well built and overcome quality issues that many Hyundai vehicles have notoriously had over the years. Still, with the company paying special attention to what customer’s want, the Hyundai pick up truck alone could vault the automaker past DaimlerChrysler.
Should Hyundai succeed in this area, nothing will be beyond the company’s reach including the eventual challenge to Toyota or GM for world automaker supremacy.
No pick up truck is complete without outfitting it with helpful accessories including products from DC Sports, Dynomax, Weapon R and Trail FX
Comments
9 Comments on A Big Pick Up Truck For Hyundai?
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Steve on
Sun, 25th Nov 2007 1:19 am
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Derek Manitowich on
Wed, 19th Mar 2008 10:14 pm
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MattK on
Thu, 20th Mar 2008 5:39 am
Owning an Elantra and Santa Fe, Hyundai has been the only problem free Make I’ve ever owned. Ford, Chrysler, and GM have indefinitely lost all my business until they start producing quality vehicles. So hats off to Hyundai I’ll be the first to test drive one. I love my Toyota truck but its time for an upgrade.
Just when will Hyundai tackle it’s competitors in the truck field? I own a Santa Fe since 03 and love it.I also own a truck and was looking to upgrade by 2010.Will Hyundai be pumping trucks off the line by then??
Derek, don’t count on it. I believe Hyundai has scotched their plans as gas prices remain high and competition is fierce.
Just look at Toyota and Nissan — they roll out new versions of their trucks and immediately discount them by $5K or more. Dodge and Ford will do the same and Chevy/GMC will continue to hold the course.
Hyundai can make more money off of the Genesis then a truck, so don’t look for the Big H to produce a truck anytime soon, if ever.
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