Hyundai’s New Pickup Could Fix What the Santa Cruz Got Wrong

A Segment Hyundai Can’t Ignore

Not much is known yet about Hyundai’s upcoming midsize pickup, but the model is already drawing attention, given the high demand for trucks in the U.S. In Australia, meanwhile, CarExpert reported that expectations are also high, reflecting just how popular pickups, or “utes,” are there as well.

Bill Thomas, Hyundai Australia’s General Manager of Public Relations, told the publication the new pickup is primed to help the brand make a splash in the Land Down Under – a stark contrast to the Kia Tasman, which has seen a more muted reception.

“We see a long future for utes in the Australian market, and it is our aim to be highly competitive when we launch,” he said.

Previewing What’s to Come

Thomas pointed to the Hyundai Boulder, an SUV concept unveiled at the 2026 New York International Auto Show that shares its ladder-frame platform with the company’s future midsize pickup. He said Hyundai plans to study feedback to better understand how the market might respond to the Boulder’s rugged, boxy design, while also looking for ways to give customers “something they’ve never imagined.”

“Judging by the reaction to the Boulder concept, we're confident we're on the right track,” he added.

A separate report from The Drive stated that the upcoming truck will feature physical buttons, a move several automakers, including Volkswagen, have also embraced. Olabisi Boyle, Hyundai Motor North America’s senior vice president for product planning and mobility strategy, said buttons will remain essential, especially in work-oriented trucks. Modern technology will still be part of the package, but without sacrificing physical controls.

“[The] key things that you have to do repeatedly are going to stay manual knobs. They just are,” she said.

A Work Truck Mindset

As such, the new Toyota Tacoma-rivaling midsize pickup will likely adopt a tougher, more rugged design that gives it a true workhorse character, unlike the Hyundai Santa Cruz, which was geared more toward urban buyers. With the Santa Cruz reportedly set to be discontinued after underwhelming sales in its battle with the Ford Maverick, the Korean marque would have room to reposition itself in the U.S. truck market.

The truck is expected to arrive by 2030 as part of Hyundai’s broader plan to launch 36 new or significantly enhanced models in North America. That strategy also calls for a wider mix of powertrains, including more hybrids and range-extended EVs. By then, the company aims for more than 80 percent of the vehicles it sells in the U.S. to be assembled domestically, supported by a $26 billion investment in U.S. manufacturing.

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