Hyundai will discontinue the Santa Cruz compact pickup and redirect development toward a larger, more traditional midsize truck. Initially expected to remain in production until mid-2027, the Santa Cruz will now be phased out sooner, and it will begin with a production cut of roughly 50% for the current quarter.
The decision comes as Santa Cruz sales continue to trail well behind the segment-leading Ford Maverick and many other rivals. In 2025, Ford sold six times more Mavericks than Hyundai did Santa Cruzes in the US. At the end of the year, Hyundai dealers were left with nearly five months of unsold Santa Cruz inventory.
Sales of the Santa Cruz fell 20% in in the U.S. in 2025 to 25,499 units, while the Maverick has amassed more than 467,000 sales since both trucks launched in 2021. In Canada, sales have dropped by 36% Y0Y from 2,574 to 1,634 units in 2025. Here too, the Maverick exploded, in a good way, up 101.36% to 16,308 units in 2025.
Hyundai’s most recent refresh of the Santa Cruz for 2025 did not reverse the trend. The unibody compact-midsize pickup, built on the Tucson crossover platform and featuring a 4-foot bed, was designed to offer SUV-like comfort in a utility-focused package. However, it entered the market with a high base price and lacked a hybrid powertrain. Critics pointed to styling choices, a single trim offering (in Canada) and the short box.
According to data from Edmunds, 36% of Santa Cruz shoppers also considered the Maverick, while only 15% of Maverick buyers looked at the Hyundai model. Ivan Drury, director of insights at Edmunds, said Hyundai’s approach “removed functionality from the bed and created an immediate reason for rejection.”
Looking ahead, Hyundai plans to launch a midsize, body-on-frame pickup in the summer of 2029 – Kia will likely follow suit. The new model will target buyers who prioritize durability, versatility, and efficiency, placing it in direct competition with the Toyota Tacoma, Ford Ranger, and Chevrolet Colorado.
AutoForecast Solutions also indicated the new pickup could support a related SUV model. Both vehicles would depart from the crossover-based design of the Santa Cruz in favour of a truck-focused platform intended to better meet North American preferences.
Source: Automotive News
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