Hyundai is preparing to bring its Santa Cruz compact pickup to an early close, marking a notable shift in how the automaker plans to compete in the U.S. truck market. Debuted in the 2022 model year, the Santa Cruz marked the company’s first serious foray into the pickup truck market in North America, offering a vehicle that blended the comfort of an SUV with the capabilities of a light-duty truck.
Although the idea was well-received, sales did not live up to hopes, and the company had to reconsider its strategy and aim for a more conventional truck. Built on the same unibody platform as the Tucson crossover, the Santa Cruz was marketed as a “Sport Adventure Vehicle.” Rather than chasing conventional pickup buyers, Hyundai aimed to attract urban and suburban drivers looking for open-bed versatility without sacrificing ride quality or everyday comfort.
Available turbocharged power, a well-appointed interior, and clever in-bed storage features helped the Santa Cruz stand out in terms of design and refinement. Despite these strengths, the model struggled to maintain momentum.
How Many Units Were Sold?
Hyundai sold approximately 35,600 Santa Cruz units in 2022, its first full year on sale. While that debut was respectable, demand softened soon afterward. Sales declined in the following years, reaching about 32,000 units in 2024 and dropping further to roughly 22,176 units in 2025. Meanwhile, rivals pulled far ahead most notably the Ford Maverick, which recorded more than 155,000 sales in 2025 alone.
That growing gap proved difficult to close.
Dealers are said to have stockpiled nearly five months’ worth of unsold Santa Cruz units, an indication that demand was no longer meeting the rate of production. Hyundai has since reduced production by about half and has expedited the discontinuation of the model. While the Santa Cruz was expected to continue production until mid-2027, it appears that the end of production could come as early as late 2026 or early 2027.
Factors Contributed To The Slowdown
Competition in the compact pickup segment intensified quickly, with the Ford Maverick establishing itself as the clear leader. Aggressive pricing and the availability of a hybrid powertrain gave Ford a major advantage, especially as buyers increasingly prioritized fuel efficiency and affordability. Hyundai never offered a hybrid version of the Santa Cruz, which limited its appeal in a cost-conscious market.
The Santa Cruz also occupied a challenging middle ground. Its unibody construction and short cargo bed appealed to lifestyle-oriented buyers but reduced its credibility among traditional truck shoppers who value towing capacity, payload, and rugged capability. At the same time, some SUV buyers found the open bed less practical than a fully enclosed cargo area. That narrow positioning made it difficult to build consistent, broad-based demand.
Hyundai has described the Santa Cruz as a valuable learning experience, offering insight into pickup buyer preferences and dealer operations in the truck segment. While the model is approaching retirement, Hyundai is not stepping away from pickups altogether.
Instead, The company Is preparing A More Conventional Successor.
Hyundai is reportedly developing a larger, body-on-frame midsize pickup targeted for launch around 2029. Unlike the Santa Cruz, this upcoming truck is expected to compete directly with established players such as the Toyota Tacoma, Ford Ranger, Chevrolet Colorado, GMC Canyon, and Nissan Frontier.
By adopting a traditional truck platform, Hyundai aims to deliver the towing capability, durability, and off-road potential that mainstream pickup buyers expect. Industry observers also believe the new architecture could support additional vehicles, including a rugged SUV variant, giving Hyundai greater flexibility in one of the most profitable segments of the U.S. market.
In short, the Santa Cruz chapter is coming to an end but it has laid the groundwork for Hyundai’s next, more ambitious move into the pickup space. If you want to stay updated with latest news on automobile check out Motorslash website daily.
Key Takeaways
- Santa Cruz production is ending early, likely wrapping up in late 2026 or early 2027 instead of mid-2027 as originally planned.
- Sales peaked early and then declined, from about 35,600 units in 2022 to roughly 22,176 units in 2025.
- Strong competition, particularly from the Ford Maverick (which sold over 155,000 units in 2025) played a major role.
- High dealer inventory and soft demand prompted Hyundai to reduce production and move up discontinuation plans.
- Hyundai’s future plans include a larger, body-on-frame midsize pickup expected around 2029, aimed at the traditional truck market and its established competitors.
