According to Automotive News quoting unofficial sources, the production of the Hyundai Santa Cruz in Alabama, U.S. will soon end with no successor in sight. By all indications, the light pickup failed to compete in the small market niche it was released into.
The model debuted in 2021 on a chassis that it shared with the then-latest Hyundai Tucson. It was actively advertised as a family recreation vehicle and not a workhorse. The sales peaked in 2023 but plummeted afterwards. In 2025, the Korean automaker only managed to move 25,499 units of the Santa Cruz, while its main competitor – the Ford Maverick – sold 155,051 examples.
Critics pointed out unconventional styling decisions, a cramped cabin, an impractical bed and modest utility among the downsides of the Santa Cruz. The Maverick, while technically residing in the same market niche, offers superior functionality for the price, many agreed.
Once it withdraws from the compact pickup market, Hyundai may focus its efforts on producing a frame-based mid-size truck to rival the Ford Ranger, the anonymous reports say. It is expected to go on sale in late 2020s.
