Hyundai Says New Pickup Truck Will Help It Conquer America By 2030
I think domestic production of the PV5 would be transformative of the van sector.
https://www.kia.com/eu/pbv/vehicles/pv5-passenger/discover/
Market share by itself is not a problem. You can easily buy market share with lower prices but at the expense of profit. Hyundai's recent market share jump saw no change in profit.
The question is are they losing market share in profitable segments and the answer is no. Remember they didn't just lose car sales they replaced 5 cars plus ecosport with 4 new models (Bronco, Bronco Sport, Ranger and Maverick). 3 have virtually no competition and as a result should be fairly profitable.
If you think bringing back cars is the answer then it's you that doesn't understand the problem. And it's not a problem it's an opportunity to grow market share and profit with new more affordable products that can sell cheap but still turn a nice profit. There might be room for cheap cars at some point but they won't be a priority above trucks and utilities. Don't blame Ford because customers prefer trucks and utilities over cars and are willing to pay extra for them.
Recreate the original Ranger as a unibody. 6 inches narrower than Maverick with a regular cab option. Apply ce1 principles to a clean sheet vehicle and factory. 1.0 ecoboost with a hybrid option. Or make it Maverick sized but with a regular cab option and cheaper platform to replace Maverick and Ranger.
I just think they see an opportunity to apply ce1 principles to ICE and this is the most logical place to start. Single cab ranger was wildly successful because it was cheap. My first one was $7999 in 1990. Single cab Ranger or Maverick wouldn't be cheap enough to move the needle. I think a smaller single cab at $20-$25k will sell well just due to price and should still be nicely profitable, just like the ce1 EVs.
Just spitballing here what all new affordable truck would be.
Its a commercial van with little completion in the US, change for the sake of change is not rationale. Fleets like cost consistency and management of maintenance cost, most don't care about flashy changes.