I saw a Santa Cruz last weekend and the proportions aren't as wonky in person as they somewhat look in pictures.I see it as a vehicle that someone could use as a daily driver and pick up their lawn mower from the repair shop on the way home and not worry about vacuuming (and shampooing) the “bed” out afterward.
My last new car was a 1995 4Runner. It was $33,000 new. It had every luxury item available at the time, and anytime I put a gas can or something in the “way back”, I fretted over every turn or bump I hit. That wouldn’t had happened in a Brat-like vehicle like that.
Hence the description “niche filler”. It’s not for everyone, and it’s not aimed to sway true truck owners away from their trucks either.