Hyundai Shifts Focus to Building Authentic Trucks, Stepping Away from Ford Maverick Competition
Hyundai is refocusing its strategy away from competition with the Ford Maverick and toward building robust, body-on-frame trucks. Reports indicate that the automaker will discontinue the Santa Cruz sooner than anticipated to make this shift.
Hyundai’s Move Away from Santa Cruz
The Hyundai Santa Cruz has been on the market for nearly five years. Despite its positive reception among automotive enthusiasts, it has faced significant sales challenges. In 2025, the Santa Cruz saw only 25,499 units sold, a stark contrast to the Ford Maverick’s impressive sales of 155,051 units during the same period.
Transition to a New Truck Lineup
As Hyundai plans to develop a full-fledged truck program, the future focus will be on more traditional and capable trucks. Sources suggest that Hyundai is moving towards off-road models in this new lineup. An executive from the company has emphasized that future XRT vehicles will be “truly capable” and will surpass the abilities of current Hyundai offerings.
- Current model: Hyundai Santa Cruz
- Sales in 2025: 25,499 units
- Ford Maverick sales in 2025: 155,051 units
- Anticipated production end for Santa Cruz: Earlier than 2027
While Hyundai’s entry into the truck market may not immediately disrupt established competitors, there is hope that the new models will exhibit impressive design and functionality. This shift marks a significant strategic change for Hyundai, emphasizing their commitment to authentic truck capabilities rather than competing solely in the compact truck segment.
Looking Forward
The automotive landscape is evolving, and Hyundai’s decision to focus on authentic truck production reflects both market trends and consumer demand. As they step away from the Ford Maverick competition, the future of Hyundai trucks looks promising, with expectations for innovative design and enhanced performance.
