IMPERIAL BEACH, CA – While already planning a B-segment CUV for the U.S., Hyundai now is exploring the possibility of going even smaller as it works to boost its light-truck market share.

“We’re looking at something in the A-segment that might look like a (Kia) Soul but (that is) a little bit smaller than that,” Dave Zuchowski, CEO-Hyundai Motor America, tells media here at a ’17 Elantra sedan preview.

Zuchowski tells WardsAuto the vehicle is being considered as a possible replacement for the Hyundai Accent 5-door B-car.

“The thought is right now we have an Accent sedan and an Accent hatch and maybe you just (redesign) the Accent sedan, and instead of the hatch you (substitute) something like a Soul-type of vehicle, a funky type of vehicle (that doesn’t have) a traditional CUV look but is not a hatch either,” he says.

As an A-segment model is in the early stages of planning he isn’t able to say whether the automaker’s A-car platform, underpinning the i10 minicar overseas, will be its foundation.

Some automakers, namely Nissan, use a flexible B platform to underpin both A- and B-segment models. The Soul, from Hyundai sister brand Kia, rides on Hyundai/Kia’s B platform, also used for the Accent and Kia Rio.

With A- and B-segment CUVs, as well as previously announced BMW X3 and X5 fighters that will appear in the newly formed Genesis luxury brand’s lineup, Hyundai could go from just three CUVs in the U.S. today (Tucson, Santa Fe, Santa Fe Sport) to seven.

“We’re out of whack and we’re swimming upstream,” Zuchowski says of Hyundai’s continuing problem of being a car-heavy brand in a light-truck-centric U.S. market.

Last year, light trucks made up just 23% of Hyundai’s U.S. sales, second lowest only to Volkswagen (10%), he says.

U.S. light-truck share was 56.7% in 2015 vs. 53.2% in 2014, WardsAuto data shows. Cars took a 43.3% share of total U.S. light-vehicle sales last year, down from 46.8% in 2014.