Hyundai Is Ending Its Small Pickup Experiment, With a Bigger One on the Way

Hyundai’s experiment with a compact lifestyle pickup appears to be heading for an earlier-than-expected conclusion. The Santa Cruz, launched to tap into demand for smaller, more city-friendly trucks, is now reportedly set to exit production sooner than originally planned as sales continue to trail expectations. While the model helped Hyundai break into the pickup segment, the Korean automaker is already shifting its focus toward something bigger and far more traditional.

Santa Cruz Set for an Early Exit

According to Automotive News, Hyundai is preparing to discontinue the Santa Cruz ahead of its originally planned second-quarter 2027 end date. Although Hyundai has publicly maintained that the model’s “life-cycle plans remain unchanged,” the report suggests internal timelines are being accelerated due to weak demand and elevated inventory levels. The Santa Cruz arrived for the 2022 model year alongside the Ford Maverick, with both targeting buyers who wanted pickup utility without the bulk of a mid-size truck.

Early momentum suggested promise, but the gap between the two quickly became impossible to ignore. Hyundai sold 32,033 Santa Cruz units in 2025, while Fordmoved 155,051 Mavericks during the same period – about 5 times more than the Hyundai pickup. The sales flop becomes even more apparent when you consider this is Hyundai's fifth consecutive year of record sales, proving just how isolated the Santa Cruz’s struggles have been.

Hyundai's Glass Half-Full Outlook

In a statement provided to Motor1, Hyundai stopped short of directly addressing the Santa Cruz’s reported early exit, instead pointing to broader planning considerations. The company said its product decisions are “guided by many factors, including consumer demand and overall market trends”, adding that it does not comment on future product speculation. Hyundai also framed the Santa Cruz as a learning exercise, noting that the model helped the brand gain valuable experience in the open-bed segment.

That experience appears especially important as the pickup market becomes more competitive. Established players are not standing still, with General Motors preparing to launch all-new Chevrolet Silverado and GMC Sierra models this year, including updated V8 engines and new hybrid options. While some may argue that the Santa Cruz’s underwhelming performance was the result of a subpar product, the fiercely competitive segment it fought in didn't make it an easy battle either.

A Bigger Pickup Is On The Way

While the Santa Cruz looks set to bow out early, Hyundai is not abandoning pickups altogether. The automaker has already confirmed plans for a mid-size, body-on-frame truck that will take aim at stalwarts like the Toyota Tacoma and Ford Ranger, and should arrive before 2030. But that's not all. Hyundai also wants to use that platform to build a new SUV that will take aim at the Toyota 4Runner. While all of this sounds promising, Hyundai will face an uphill battle to deal with new US tariffs on South Korean imports.

Looking at the bigger picture, it seems as if the Santa Cruz is merely a stepping stone for Hyundai. The Santa Cruz may be leaving earlier than planned, but it appears to have laid the groundwork for two of Hyundai’s most promising family vehicles yet.

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