Summary
Hyundai plans to phase out the Santa Cruz compact pickup earlier than expected to concentrate on developing a new body-on-frame truck, according to Automotive News reporting cited by The Drive on Jan. 29. The timing for discontinuation remains unclear; the Santa Cruz had been slated to stay on sale through the first half of 2027.
Why it matters
This signals a strategic pivot from a car-based, unibody compact pickup to a more traditional truck platform aimed at higher towing, durability, and off-road capability—key attributes in a segment dominated by established truck brands.
Sales context
The Santa Cruz, sharing underpinnings with the Tucson crossover, has been on sale for nearly five years and has trailed Ford’s Maverick. The Drive reported buyers purchased 25,499 Santa Cruz pickups in 2025 versus 155,051 Mavericks over the same period, underscoring a significant volume gap.
What’s planned
- A full-fledged body-on-frame truck program with dedicated off-road variants.
- Future XRT trims to be “truly capable,” moving beyond appearance-focused packages.
- No disclosed details yet on size, powertrains, targeted competitors, or production site.
Unanswered questions
- Exact end-of-production date for the Santa Cruz.
- Launch timing and specifications for the new truck.
- Manufacturing location and positioning within Hyundai’s North American lineup.
- Dealer communications, transition plans, and whether electrified or hybrid powertrains are planned.
Implications for Santa Cruz
For now, the Santa Cruz remains on sale. Neither outlet reported a final model-year update or special edition, and no production schedule changes were detailed, suggesting the phase-out is still in planning and may depend on inventory and program status.
Bigger picture
The reported shift aligns with broader industry trends toward trucks and off-road-capable models. Success will hinge on capability metrics, durability, and credibility among truck buyers—areas Hyundai appears intent on addressing with its next effort.
