Texas Auto Writers Association name Hyundai Santa Fe Compact CUV of Texas
In a stunning upset, the Texas Auto Writers Association (TAWA) held a Texas Truck Rodeo and have awarded the Hyundai Santa Fe the top award in its segment. The compact sport utility market is red hot and makes up one of the largest segments in the crossover world. Hyundai has been steadily and consistently improving the Santa Fe since its introduction. The work the company has done has resulted in an award winning vehicle that has mass appeal.
Without characterizing the TAWA unfairly, it is fair to say that Texans in general prefer “American” trucks. Whatever that is. Italian company Fiat’s Jeeps and Ram trucks took home most of the prizes in the rodeo. The new RAM is a breakthrough vehicle for Fiat's Chrysler Group, and it is has upped the ante for both Ford’s F150 and the Chevy Silverado. These vehicles drive the profits at their respective companies and are critically important to their financial success. Hyundai wisely looked closely at the “light truck” market in American and decided to skip the pickup truck segment all together. In my home town we call that “wickid smaat.” Sometimes it is better to pick fights you can win (Hear that Floyd Mayweather Jr.?).