In the US automotive market of 2023, trucks, crossovers, and SUVs dominated sales, with the top seven best-selling nameplates falling within these categories. Passenger cars, on the other hand, were a minority, accounting for just five of the top 25 sellers.
Amidst this trend, Hyundai ventured into the compact American pickup truck sector, aiming to carve a niche not yet dominated by the Big Detroit Three or major Japanese automakers.
Their offering, the Hyundai Santa Cruz unibody compact pickup truck, had been in development since its introduction as a concept at the 2015 North American International Auto Show.
However, the delay in bringing the Santa Cruz to market gave Ford an opportunity to respond with their own contender, the Ford Maverick. Sporting a rugged design akin to its larger siblings, the Ranger and F-150, the Maverick boosted affordability, manufactured in Mexico and featuring two robust powertrain options, hybrid and turbocharged.
With 94,000 units sold compared to Hyundai’s 37,000 Santa Cruz examples, the Maverick proved a formidable competitor. Nonetheless, Hyundai remains proactive, evidenced by sightings of the 2025MY Santa Cruz undergoing testing alongside its current iteration. This suggests a forthcoming facelift for Santa Cruz, further solidifying Hyundai’s commitment to the segment.
While speculation arises about the potential for Hyundai to transform the Santa Cruz into a rugged adventure SUV, such a pivot seems unlikely due to the model’s existing design and recent updates.
Nevertheless, imaginative enthusiasts continue to envision possibilities, with digital artists like Nikita Chuicko exploring creative reinterpretations of Santa Cruz’s potential.
Though Hyundai may not venture into SUV territory with the Santa Cruz, there are murmurs of Kia entering the mid-size pickup truck market, offering a glimmer of hope for enthusiasts seeking versatile options within the automotive landscape.