In a surprising turn of events, the Hyundai Santa Cruz, an innovative entry into the American pickup truck market based on the Tucson SUV, is anticipated to end production sooner than expected due to the brand's new focus on a larger dual-cab model.
Hyundai had sought to carve a unique niche in the U.S. pickup landscape, introducing the Santa Cruz in 2021 as a compact, lifestyle-oriented dual-cab vehicle. Unlike conventional pickups like the Ford Ranger or Toyota HiLux, which utilize traditional ladder-frame chassis, the Santa Cruz is built on the monocoque platform of the Tucson, making it more compact and versatile for urban lifestyles.
However, a recent report from CarScoops indicates that the Santa Cruz has not lived up to sales forecasts, resulting in reduced production rates and a growing inventory of unsold vehicles at dealerships across the United States. In contrast, the Ford Maverick, which shares a similar concept and is based on the Escape, significantly outperformed the Santa Cruz, selling 155,000 units in 2025 against the Santa Cruz's 25,500 units.
Production of the Santa Cruz was initially scheduled to continue until 2027, but Hyundai now appears ready to terminate it early. The company plans to reallocate its production capabilities in Alabama to boost the output of the Tucson for North American consumers.
While the Santa Cruz may be ending, Hyundai isn’t completely stepping away from the pickup segment. The automaker has confirmed that it is developing a new mid-size pickup truck tailored for the U.S. market, which is expected to launch in 2029.
Although specific details regarding this new model are still under wraps, it is anticipated to feature body-on-frame construction, similar to what is found in competitors like the Ford Ranger, Toyota Tacoma, and Chevrolet Colorado. The exact platform that will support Hyundai's upcoming pickup has yet to be disclosed.
Hyundai might consider utilizing a variation of the ladder-frame chassis used in the Kia Tasman or could draw from a collaborative project with General Motors announced last year, aimed at creating a mid-size pickup for Central and South America.
Interestingly, reports suggest that this North American pickup could also lead to the development of an SUV variant, akin to the Ford Everest or Isuzu MU-X.
For any pickup to be competitive in the U.S. market, it must be manufactured domestically to sidestep a hefty 25% 'chicken tax' imposed on imported trucks and cargo vans. While it seems unlikely that a pickup designated for the Australian market would come from the U.S. competitively priced, Hyundai's localized strategy and partnership with GM may allow for the production of various models tailored to different markets, maintaining similar dimensions and capabilities.
Kez Casey, who transitioned from working behind spare parts counters to automotive journalism over a decade ago, brings a wealth of knowledge to the table. Raised in a family of automotive professionals, Kez developed a passion for cars from an early age, eventually moving on to reviews and assessments for publications such as The Motor Report, Drive, and CarAdvice.
