Hyundai is preparing to phase out its compact pickup, the Santa Cruz, according to a report from Automotive News. The vehicle has been in production for five model years but will be replaced by a larger alternative.
Weak sales and an inflated inventory of trucks have contributed to this decision. Sales figures show that the Ford Maverick outsold the Santa Cruz by more than six to one in 2025, with Ford selling 155,051 Maverick pickups compared to Hyundai's 25,499 Santa Cruz pickups.
This has left Hyundai with roughly five months of inventory at the end of 2025. As a result, production of the Santa Cruz will be scaled back in the first quarter of 2026.
Hyundai has recently confirmed plans to build a larger truck in the future, expected to be a mid-size body-on-frame truck due by the end of the decade. This new pickup will compete against established models such as the Ford Ranger, Toyota Tacoma, and Chevrolet Colorado.
The new mid-sizer is likely to share components with the Kia Tasman body-on-frame pickup launched in 2024. It may also spawn a body-on-frame SUV similar to the Tacoma/4Runner relationship.
Hyundai's decision to drop the Santa Cruz and focus on larger trucks suggests that the company is shifting its strategy to compete more effectively in the market.
This move by Hyundai highlights the challenges faced by compact pickups in today's market, where consumers are increasingly opting for mid-size and full-size trucks. By focusing on a larger truck, Hyundai aims to tap into this growing demand and establish itself as a major player in the segment.
