There looks to soon be a new player in the truck market. Hyundai looks to make a splash into the pickup market with the Santa Cruz.

The truck originally made a surprise debut at the North American International Auto Show in January, and now in Fountain Valley, California has taken home the Concept Truck of the Year at the 14th annual North American Concept Vehicle of the Year (NACVOTY) Awards at the Concours d’Elegance of America at St. John’s.

The Santa Cruz was recognized as the Concept Truck of the Year for its design, style, materials, technology, market visibility and market responsiveness. What we want to know is how it will handle in the dirt!

Whether the vehicle actually comes to market, only time will tell, but it is an interesting look into the future design of the truck market. Even if it does come to market, the success of the pickup is not guaranteed.

“Hyundai’s new Santa Cruz crossover truck concept is a modern take on the classic theme of one of America’s most-loved segments – the pickup truck. Unlike some of the industry’s past attempts to blend open bed utility with passenger car attributes, Santa Cruz delivers innovative functionality and flexibility in a compact, fun-to-drive package for a new breed of pickup truck buyers,” said Mike O’Brien, vice president of corporate and product planning, Hyundai Motor America.

The innovative Hyundai Santa Cruz crossover truck concept reflects a completely new interpretation of truck utility for a new generation of buyers. The Santa Cruz concept is purposely compact, and although it features four doors and seating for five, its overall footprint is similar to that of a small CUV.

This concept is completely something that is off the beaten path of current pickup styling. We are sure the memes and jokes are of a plenty. Tell us what you think of this Truck of the Year, in the comments below!