The Hyundai Santa Cruz, a compact pickup truck that has struggled to gain traction in the market, is reportedly being discontinued earlier than expected. According to sources close to the matter, Hyundai will shift its focus towards developing a more traditional body-on-frame truck, which is expected to be a game-changer for the brand.
The decision comes as no surprise, given the Santa Cruz's poor sales figures compared to its main competitor, the Ford Maverick. In 2025 alone, the Maverick outsold the Santa Cruz by over 590 times, with 155,051 units sold versus just 25,499.
Despite this, Hyundai has continued to invest in the Santa Cruz, and it remains unclear exactly when production will cease. However, industry insiders believe that the brand is committed to revamping its truck offerings and plans to launch a full-fledged truck program with off-road models.
This move marks an exciting development for fans of Hyundai's design philosophy, which has consistently impressed critics in recent years. As the automotive landscape continues to evolve, it will be interesting to see how Hyundai executes its plans and whether its new trucks can carve out a niche for themselves in the competitive pickup market.
This move is a strategic shift by Hyundai to focus on its core strengths and compete more effectively with established players in the truck market. With its reputation for design excellence, the brand has a unique opportunity to create a compelling lineup of trucks that appeal to customers looking for something beyond the traditional offerings.
