Hyundai is ending production of the Santa Cruz pickup earlier than initially projected, signaling a shift in the automaker’s strategy within the competitive US truck market. Originally slated to continue through 2027, the Santa Cruz will now cease production sooner, paving the way for a larger, body-on-frame pickup truck expected to arrive by 2029.
Sales Performance and Market Factors
The decision to discontinue the Santa Cruz stems from weak sales figures and rising inventory levels. While the vehicle successfully introduced Hyundai to a new segment of consumers seeking versatile, open-bed vehicles, its sales numbers never matched those of its primary competitor, the Ford Maverick. In 2023, Hyundai sold 36,675 Santa Cruz units, a figure that declined by 29% to 25,499 units in the following year. By comparison, Ford sold over 155,000 Mavericks during the same period.
This disparity highlights the challenges Hyundai faced in gaining substantial market share with the Santa Cruz, despite its innovative approach to the compact pickup segment. The automotive industry is highly competitive, and manufacturers must adapt quickly to shifting consumer demands and market trends.
Hyundai’s Future Truck Plans
Hyundai’s move is not a retreat from the truck market, but rather a strategic realignment. The company has confirmed plans for a new mid-size, body-on-frame pickup designed to compete directly with models like the Chevrolet Colorado and Ford Ranger. CEO José Muñoz described the upcoming truck as “mind-blowing,” indicating a focus on durability and off-road capability.
Production is anticipated to begin in 2029, with a market release targeted for 2030. This new truck will likely be accompanied by a rugged, body-on-frame SUV intended to rival the Toyota 4Runner, further expanding Hyundai’s presence in the US market.
Official Statement
Hyundai addressed the situation, stating that the Santa Cruz remains a “valued ongoing member” of its product portfolio. The company emphasized that long-range product planning is guided by consumer demand and market trends, and that the Santa Cruz’s success contributed directly to the development of the upcoming mid-size truck.
“Since its launch in 2021, our Santa Cruz sport adventure vehicle has successfully introduced Hyundai to a new type of US consumer…These developments contributed directly to the announcement of a new mid-size body-on-frame truck that we confirmed during our 2025 CEO Investor Day last September.”
Conclusion
Hyundai’s decision to discontinue the Santa Cruz reflects a pragmatic response to market realities. While the vehicle carved out a niche for itself, its sales performance was not sufficient to justify continued production. By shifting focus toward a larger, more traditional truck, Hyundai aims to capitalize on the enduring popularity of body-on-frame pickups and solidify its position in the highly lucrative US truck market.
