Hyundai has announced it will discontinue the Santa Cruz compact pickup, as reported by Automotive News. The decision comes in light of disappointing sales figures, with the Santa Cruz being outsold more than sixfold by its direct rival, the Ford Maverick, in 2025. Specifically, Ford sold 155,051 Mavericks during that year, while Hyundai managed only 25,499 units of the Santa Cruz. This gap in sales alongside an excess inventory of the model led to the company’s decision to shut down production.
Despite the struggles of the Santa Cruz, Hyundai is setting its sights on a more promising future, planning to develop a larger mid-size truck by the end of the decade. This upcoming truck will be a body-on-frame model designed to compete in the mid-size segment against popular models such as the Ford Ranger, Toyota Tacoma, and Chevrolet Colorado, all of which have established loyal customer bases.
Production of the Santa Cruz is expected to continue through the remainder of 2026, with an anticipated wind-down in the first quarter of 2027. Hyundai’s representative stated that product planning is influenced by various factors including consumer demand and market trends, hinting at their strategic focus on the evolving landscape of the automotive industry.
The new mid-size truck is anticipated to share components with the recently launched Kia Tasman pickup, suggesting a potential for innovation and improved performance. As Hyundai pivots from the Santa Cruz to a more robust offering, this strategic shift could herald a new era of products that better align with market demands, keeping Hyundai competitive in a growing segment.