Hyundai Eyes Subcompact Crossover SUV To Compete With Honda HR-V, Chevrolet Trax

MINNEAPOLIS — Hyundai is developing a subcompact crossover SUV that will compete with the Chevrolet Trax, Honda HR-V and Nissan Juke in the U.S.

The future Hyundai also targets the Buick Encore, Fiat 500X and Jeep Renegade.

The unnamed vehicle is expected to have polarizing styling, a deliberate decision to draw attention to the vehicle by separating its design from the fluid styling cues found on Hyundai's cars and bigger crossovers.

It may be spun off the Hyundai Veloster's front-wheel-drive vehicle platform, said Dave Zuchowski, president and CEO of Hyundai Motor America, in a recent interview with Edmunds.

Hyundai Motor America had the chance to market a new subcompact crossover SUV this year called the Hyundai Creta. That vehicle goes on sale this month in markets outside the U.S.

But U.S. executives turned it down because it lacked pizzazz.

"Creta is a vehicle that is more traditionally styled and it looks like a smaller version of the (Hyundai) Santa Fe," Zuchowski said. "In our opinion, as we go into this segment, it is a great segment for Millennials, for Gen Y. It is a good youth vehicle and we think in order to tap that market, the thing should be styled less conservatively and more aggressively."

He added: "We have decided to wait a little bit longer to get the right vehicle."

There's no word yet on when the new Hyundai crossover SUV will arrive at Hyundai dealerships.

Ford and Toyota are also keeping an eye on that segment, although neither company has revealed its future plans.

The Creta goes on sale this month in India and later this year in other global markets.

Edmunds says: A new Hyundai subcompact crossover SUV is in the works, something that car shoppers making long-range plans should keep in mind.