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Hyundai is poised to enter the fiercely competitive midsize pickup truck market with an all-new, more rugged offering, challenging the dominance of models like the Toyota Tacoma and Ford Ranger. This strategic move aims to overcome the modest sales performance of its current Santa Cruz model, signaling a significant shift towards more traditional and capable truck designs. The company is exploring advanced powertrain options and robust chassis configurations, with a target launch date set for approximately 2028. However, Hyundai acknowledges the substantial task of building credibility and customer loyalty in a segment known for its entrenched brand preferences.

The automotive giant's ambition extends beyond a single model, as it reportedly plans a series of four new pickups by the end of the decade, alongside a complementary body-on-frame SUV. This comprehensive strategy indicates Hyundai's serious commitment to establishing a strong presence in the utility vehicle sector. Key considerations for the new pickup include adopting a body-on-frame architecture for enhanced durability and off-road prowess, differentiating it significantly from the unibody Santa Cruz. The introduction of an extended-range electric vehicle (EREV) hybrid system is also on the horizon, showcasing Hyundai's dedication to innovation and sustainability in its future truck lineup.

Hyundai's Strategic Leap into the Midsize Pickup Market

Hyundai is gearing up for a significant move into the midsize pickup segment, with plans to introduce a new truck designed to be far more robust and off-road capable than its existing Santa Cruz model. This strategic initiative targets well-established competitors such as the Toyota Tacoma and Ford Ranger. Despite the Santa Cruz's limited market success, selling considerably less than the Ford Maverick last year, Hyundai is determined to capture a larger share of the truck market. The development of this new vehicle is a complex undertaking, involving collaboration with its U.S. operations and aiming for a launch around 2028. The company is diligently working on various aspects of the truck's design and engineering to ensure its competitiveness and appeal to discerning truck buyers.

The forthcoming Hyundai pickup is expected to feature a body-on-frame construction, a departure from the Santa Cruz's unibody design, to deliver the ruggedness and durability demanded by the midsize truck segment. This fundamental design choice is critical for directly competing with ladder-frame rivals. Furthermore, Hyundai is exploring an extended-range electric vehicle (EREV) hybrid powertrain, suggesting an innovative approach to fuel efficiency and performance. There's also speculation about potential collaboration with General Motors on certain aspects, ensuring the new pickup maintains its distinct identity. The company is even considering unique features like removable roof panels, inspired by Jeep, to offer enhanced versatility and outdoor appeal. This comprehensive strategy underscores Hyundai's commitment to creating a formidable contender in the pickup truck arena.

Overcoming Market Challenges and Building Brand Credibility

Hyundai faces a substantial challenge in penetrating the midsize pickup truck market, a segment characterized by deeply ingrained customer loyalty to brands like Toyota and Ford. Despite the company's significant advancements in quality and design over the past two decades, its brand perception is not yet synonymous with rugged, off-road-ready workhorses. The task at hand is to convince loyal pickup owners, who tend to be very demanding and resistant to change, that a Hyundai truck can meet their rigorous expectations. This necessitates not only a superior product but also a sustained effort to build trust and credibility within the truck community, a process that will undoubtedly require considerable time and strategic marketing.

The experience of Kia with its Tasman pickup serves as a cautionary tale, demonstrating that even a body-on-frame construction and aggressive styling may not be sufficient to sway traditional truck buyers. Hyundai recognizes that merely having a capable vehicle isn't enough; it must also overcome decades of brand association and prove its commitment to the truck lifestyle. The projected limited growth in overall pickup volume in the coming years further amplifies the challenge, as Hyundai will be vying for a share of an already saturated market. The success of Hyundai's new pickup will ultimately hinge on its ability to deliver exceptional performance, durability, and a compelling ownership experience that can genuinely compete with the established leaders and persuade customers to reconsider their long-standing brand loyalties.

The 2026 Mazda CX-5 sets a new benchmark in its segment for handling and comfort, inheriting key dynamic characteristics from the iconic MX-5 Miata. Mazda engineers have meticulously refined the suspension system, incorporating advanced damper technology and a unique spring-to-damper relationship to deliver a ride that is both more refined and more responsive. This evolution reinforces the CX-5's position as a crossover that prioritizes driving enjoyment without compromising on everyday usability. The thoughtful integration of Miata's dynamic DNA aims to elevate the driver's connection with the road, providing a truly engaging experience.

Miata-Inspired Suspension Enhancements

Mazda has significantly upgraded the 2026 CX-5's chassis, focusing on a more sophisticated damper design and a revised suspension setup. Ruben Archilla, Mazda's senior manager of Research & Development, highlighted that these enhancements were not about altering the vehicle's core identity but rather about elevating its performance. The new dampers feature a larger piston diameter and an improved valve stack, which collectively reduce internal friction and enhance sensitivity, particularly at lower speeds. This engineering approach results in a less progressive damping curve, allowing for greater control and a more direct feel. The primary objective was to achieve a linear damping response, providing more damping force at the initial stages of movement and reduced force at higher piston speeds.

A crucial element of the CX-5's improved ride quality stems from a conceptual shift in the relationship between its springs and dampers, directly inspired by the Miata. The 2026 model now features comparatively softer springs combined with firmer dampers. Archilla noted that the Miata, known for having the lowest ride frequency among all Mazda vehicles, served as the blueprint for this design philosophy. The significantly reduced spring rate in the new CX-5 allows the vehicle to effectively absorb road imperfections, leading to a notably more comfortable and supple ride. Concurrently, an increase in damping force during initial small inputs expertly manages body posture and eliminates excessive vertical movements, ensuring precise control and stability during various driving conditions.

Enhanced Steering Feedback and Control

Beyond suspension refinements, Mazda has also dedicated efforts to enhance the CX-5's steering feel, aiming for a more analog and tactile feedback for the driver. This includes a more refined G-Vectoring Control system. This advanced system precisely reduces engine torque as the driver initiates a turn, effectively shifting weight to the front tires. This strategic weight transfer improves front-tire grip and responsiveness, creating a more direct and engaging steering experience. The system also generates a stronger force feedback through the steering wheel, further immersing the driver in the driving process.

A novel aspect introduced in the 2026 CX-5 to further sharpen steering precision is the subtle preloading of the torque coupling within its all-wheel-drive system. This intelligent mechanism endeavors to synchronize the rotational speed of both front and rear tires, promoting a more stable and predictable straight-line trajectory. The resulting self-aligning torque, which translates into increased force delivered through the steering column, coupled with a deliberate reduction in damping within the electric power steering assist system, profoundly elevates the steering feel. This combination provides a driving experience characterized by a more genuine, direct tactile response and a lighter steering effort, simplifying maneuverability and augmenting overall driving pleasure, as articulated by Archilla.