THE BREAKDOWN
- Hyundai is ending production of the Santa Cruz earlier than expected.
- Production was supposed last late into 2027.
- Hyundai will make a bigger mid-size, body-on-frame pickup in 2029.
Update: This story has been updated with an official statement from Hyundai, as well as clarification on production timing, as noted in the original Automotive News report.
Pour one out for the Hyundai Santa Cruz. After just four years in production, Hyundai is reportedly pulling the plug on its Ford Maverick rival—and we can’t say we’re all that surprised.
According to a report from Automotive News, Hyundai will wrap up production of the Santa Cruz pickup earlier than originally planned. Production was scheduled to run through the second quarter of 2027, but the automaker is reportedly moving up that timeline by a bit.
Hyundai sent a statement to Motor1, saying:
'The Santa Cruz Sport Adventure Vehicle continues to be a valued ongoing member of the Hyundai product portfolio. As with all Hyundai vehicles, long-range product portfolio planning is guided by many factors including consumer demand and overall market trends. We don’t comment on future product speculation.
Since its launch in 2021, our Santa Cruz sport adventure vehicle has successfully introduced Hyundai to a new type of US consumer who values the capability, versatility, and rugged image of open-bed vehicles.
Not only does Santa Cruz continue to be a valued ongoing member of our product portfolio from a sales perspective, the model has helped Hyundai gain valuable experience and visibility in the open-bed market. These developments contributed directly to the announcement of a new mid-size body-on-frame truck that we confirmed during our 2025 CEO Investor Day last September. That vehicle is due in the US market before 2030.'
The decision is said to be driven by weak sales and high inventory. In its best year—2023—Hyundai sold just 36,675 Santa Cruz models. Last year, that figure dropped to just 25,499 units, a 29 percent decrease year over year. By comparison, Ford sold 155,051 Mavericks during the same period.
Hyundai Has Bigger Truck Plans
Truck fans need not worry, though—Hyundai still has plans for a pickup. The company has already confirmed that it will replace the pint-sized Santa Cruz with a larger, more traditional truck.
Last September, Hyundai CEO José Muñoz confirmed that the automaker is developing a 'mind-blowing' mid-size, body-on-frame pickup for the US market—think Chevrolet Colorado or Ford Ranger rival. Production is expected to begin in 2029, with an on-sale date targeted for 2030. The new truck will focus on durability and off-road capability.
That pickup will likely be joined by a rugged, body-on-frame SUV designed to compete with the Toyota 4Runner. Muñoz previously said these new products would "allow us to broaden our reach and connect with customers at the heart of the US market."
For now, the handful of Santa Cruz fans will have to say goodbye to Hyundai’s tiny ute. Rust in peace.
Motor1's Take: The Santa Cruz was a fine little pickup, but we’re not surprised to see it go so soon. Sales languished, and it was never nearly as good as the Maverick. Here’s hoping Hyundai’s next pickup is a serious competitor.
Source: Automotive News
