Hyundai Ends Santa Cruz Pickup As Truck Strategy Shifts

Hyundai’s daring foray into the compact pickup world has met an abrupt end. According to Automotive News, the automaker will discontinue the Santa Cruz, its Tucson-based unibody “Sport Adventure Vehicle,” much earlier than planned. Initially slated to remain in production until 2027, sources now confirm the plug will be pulled as early as the end of 2026, with some reports suggesting production could wind down in the first quarter of 2027 at the latest. The story behind this decision is as much about shifting consumer tastes as it is about the relentless competition in America’s fiercely loyal truck market.

Launched in 2021, the Santa Cruz was Hyundai’s answer to what seemed like an untapped niche: a compact, car-like pickup for urban dwellers who craved open-bed versatility without the bulk of a traditional truck. Yet, despite its bold styling and crossover roots, the Santa Cruz struggled from the outset to gain momentum. Sales hovered in the mid-30,000s during its early years, but by 2025, numbers had dropped sharply to just 25,499 units—even after a mid-cycle refresh intended to reignite interest (AutoGuide).

In stark contrast, Ford’s Maverick—launched alongside the Santa Cruz and similarly targeting the compact truck segment—quickly became the darling of buyers. Ford sold a staggering 155,051 Mavericks in 2025, outselling Hyundai’s offering by more than six to one (Car and Driver). Total Maverick sales since launch have surpassed 467,000 units, while the Santa Cruz has managed about 140,000 in the same period (Cars.com).

Dealers’ lots told a similar story. By the end of 2025, Hyundai dealers were left with nearly five months’ worth of unsold Santa Cruz models, a sign of weak demand and a product that simply wasn’t moving as hoped (Automotive News). The result? Hyundai made the tough call to cut the Santa Cruz’s run short, freeing up valuable factory capacity in Montgomery, Alabama, to build more of its hot-selling Tucson crossover.

Industry analysts point to several reasons for the Santa Cruz’s lackluster performance. Ivan Drury, director of insights at Edmunds, told Automotive News, “Hyundai pushed too far in the direction of oddity versus conformity,” noting that the Santa Cruz’s unconventional design and compromised bed functionality limited its appeal. Pricing played a crucial role, too. The Ford Maverick’s lower starting price and the availability of a hybrid powertrain made it a far more attractive option for budget-conscious and eco-minded buyers. Hyundai, despite hints from engineers about a hybrid Santa Cruz, never brought such a variant to market, missing out on a key segment of buyers (AutoGuide).

Despite the setback, Hyundai insists it’s not abandoning the truck market. In an official statement to Car and Driver, a Hyundai spokesperson said, “As with all Hyundai vehicles, long-range product portfolio planning is guided by many factors, including consumer demand and overall market trends. We don’t comment on future product speculation.” The company added that the Santa Cruz “successfully introduced Hyundai to a new type of U.S. consumer who values the capability, versatility, and rugged image of open-bed vehicles,” and that it provided “valuable experience and visibility in the open-bed market.”

That experience, Hyundai believes, will pay off as it pivots toward a more conventional—and competitive—truck. The automaker has confirmed plans for a midsize, body-on-frame pickup to hit the U.S. market before 2030, with a launch window now expected in summer 2029 (Cars.com). This new model will compete directly with segment stalwarts like the Toyota Tacoma, Ford Ranger, Chevrolet Colorado, and GMC Canyon. There’s even speculation that the new truck’s frame could underpin a rugged SUV, potentially taking on the Toyota 4Runner and expanding Hyundai’s presence in the off-road and adventure segments.

José Muñoz, Hyundai’s President and CEO, made the company’s ambitions clear at the CEO Investor Day last September, stating the upcoming truck will “allow us to broaden our reach and connect with customers at the heart of the U.S. market” (Automotive News). The new pickup is expected to prioritize durability and off-road capability, attributes critical to winning over traditional truck buyers who value reputation, toughness, and utility above all else.

Hyundai’s future truck may also showcase advanced electrification. Executives have teased the possibility of a novel hybrid system, and a recent patent application for an electric pickup bed drainage system suggests the company is investing heavily in technology to differentiate its next offering. While the Santa Cruz never realized a hybrid option, the next-generation truck may well debut with one, aiming to capture buyers who want both power and efficiency.

The Santa Cruz’s journey, while short-lived, wasn’t for nothing. It gave Hyundai “valuable experience and visibility in the open-bed market,” as the company notes, and proved that even bold risks can yield important lessons. The compact pickup’s struggles weren’t due to a lack of interest in the segment—after all, the Maverick’s runaway success proves there’s plenty of demand—but rather a combination of product missteps and timing. The Santa Cruz leaned heavily into lifestyle and design, but missed the mark on practicality and price, leaving it stranded between crossover comfort and true truck capability (Automotive News, Cars.com).

As production winds down, buyers looking for a Santa Cruz may still find ample inventory at dealerships. And for Hyundai, the end of its compact pickup experiment marks not a retreat, but a recalibration. The company is betting big that a more traditional, body-on-frame truck—possibly sharing components with the Kia Tasman pickup introduced in late 2024—will finally grant it a credible share of America’s lucrative truck market (Car and Driver).

For now, the Santa Cruz joins the list of vehicles sunsetting in 2026, a reminder of how quickly fortunes can shift in the automotive world. Hyundai, undeterred, is already looking ahead, determined to return to the truck wars with a tougher, smarter contender built for the heartland.