Hyundai’s Santa Cruz has always been the oddball pickup for people who wanted a truck bed without living with full-size truck vibes, but it sounds like the experiment could end sooner than expected. A new industry report says Hyundai plans to sunset the compact Santa Cruz after a single generation, with production now projected to wrap earlier than the previously floated second-quarter 2027 timeline.
The reason is pretty straightforward: the numbers have not been kind. The Ford Maverick is reportedly running away with the compact truck segment, and the Santa Cruz has been stuck with slow turns on dealer lots and elevated inventory. The report also suggests Hyundai has already told suppliers it plans to cut Santa Cruz production roughly in half in the first quarter of 2026, while freeing up capacity at the Montgomery, Alabama plant to build more of the Tucson, which is Hyundai’s volume hero in the U.S.
What makes this more than a simple cancellation story is what Hyundai wants to do next. The same report points to a midsize pickup scheduled to begin production in summer 2029, and it would be a very different kind of truck. Instead of the Santa Cruz’s crossover-style unibody approach, Hyundai is said to be moving to a rugged body-on-frame layout aimed right at the heart of the segment where the Toyota Tacoma, Ford Ranger, and Chevrolet Colorado dominate.
If the plan sticks, it is a classic pivot from niche to mainstream. Santa Cruz owners and fans will hate to see it go because there is nothing else quite like it, but a true midsize truck gives Hyundai a bigger runway for towing, off-road cred, and the kind of spec sheet shoppers expect when they walk onto a truck lot. The real question is whether Hyundai can keep its comfort-and-tech personality while building something that feels tough enough to steal buyers from the usual midsize favorites.
Mike Floyd is a finance executive by trade and a car enthusiast at heart. As a CFO with a keen eye for detail and strategy, Mike brings his analytical mindset to the automotive world, uncovering fresh insights and unique perspectives that go beyond the surface. His passion for cars—especially his favorite, the Porsche 911, fuels his contributions to Automotive Addicts, where he blends a love for performance and design with his professional precision. Whether he’s breaking down industry trends or spotlighting emerging innovations, Mike helps keep the site both sharp and forward-thinking.
