The Hyundai Santa Cruz, a compact pickup truck that has received favorable reviews and has been appreciated by various automotive publications, is reportedly facing an early discontinuation. According to sources cited by Automotive News, Hyundai plans to halt Santa Cruz production ahead of its previously anticipated timeline, as the company shifts its focus toward developing a body-on-frame truck.
While the Santa Cruz has been on the market for nearly five years and was expected to remain available until mid-2027, its sales figures have fallen significantly short compared to competitors like the Ford Maverick. In 2025, only 25,499 units of the Santa Cruz were sold, compared to an impressive 155,051 Mavericks during the same timeframe. This disparity underscores the challenges Hyundai faces in competing in the popular pickup segment, largely dominated by more established brands.
Despite this, it’s important to recognize that blaming the Santa Cruz’s performance on its design or concept may not be entirely fair. The vehicle has carved out a niche and appeals to a specific lifestyle-oriented demographic. However, Ford’s strong brand recognition in the truck market is a formidable challenge that Hyundai must overcome as it looks to launch a more traditional, full-sized pickup truck in the near future.
Hyundai is actively planning to expand its truck offerings, including a line of off-road capable models. A North American executive from the company has expressed confidence that future vehicles under the XRT designation will be “truly capable” and significantly more rugged compared to the crossover-oriented models Hyundai currently offers.
The anticipation surrounding Hyundai’s future truck lineup is palpable. While it may take time for the brand to become a serious contender in the off-road segment, its history of innovative designs raises expectations that these forthcoming models will not only deliver in performance but also in aesthetics.
Though the Santa Cruz may not survive to witness this new era for Hyundai’s truck division, its legacy could serve as a stepping stone for the brand’s future endeavors in the competitive automotive landscape. The shifting focus toward more capable trucks reflects Hyundai’s commitment to meeting customer demand and exploring new opportunities in the market.