Hyundai Shelves Santa Cruz Pickup to Develop Larger Truck Rivaling Maverick
Hyundai is set to discontinue its Santa Cruz compact pickup due to poor sales. Reports indicate the Santa Cruz was vastly outsold by its competitor, the Ford Maverick, with sales ratios exceeding six to one in 2025.
Hyundai Plans to Develop a Bigger Truck
In light of the Santa Cruz’s lackluster performance in the market, Hyundai is shifting its focus to a new mid-size pickup truck. This model will be based on a body-on-frame design and is projected for release by the end of the decade. This strategic move aims to address consumer demand for larger trucks and position Hyundai more competitively against established models.
Sales Performance and Production Timeline
For the 2025 calendar year, Ford sold 155,051 units of the Maverick, compared to just 25,499 for the Santa Cruz. This disparity left Hyundai with an excess inventory, amounting to roughly five months of stock at the year’s end. Consequently, production of the Santa Cruz is expected to phase out in early 2027.
Future Competitors
The upcoming Hyundai mid-size truck will compete with notable heavyweights in its class. These include:
- Ford Ranger
- Toyota Tacoma
- Chevrolet Colorado
All these competitors boast strong brand loyalty and extensive market presence. While specifications are yet to be finalized, it’s anticipated that the new Hyundai truck may utilize some components from the recently launched Kia Tasman pickup.
Potential for a Body-on-Frame SUV
As part of the development strategy, there is speculation that the new platform could also lead to a body-on-frame SUV. Such a model could mirror the relationship between the Toyota Tacoma and its SUV counterpart, the 4Runner, further enhancing Hyundai’s vehicle portfolio.
In summary, while the Santa Cruz is being phased out, Hyundai is strategically positioning itself for future growth with a larger truck model aimed at dominating the mid-size segment, challenging the established competition in the market.
