Among Hyundai’s current lineup, the Santa Cruz stands out as one of the brand’s weaker sellers, with just over 32,000 units delivered last year compared to the Ford Maverick’s 155,000. However, Hyundai’s next effort to attract traditional pickup buyers away from Ford and Toyota will take a markedly different approach.
Although details remain limited and the vehicle is still a couple of years from launch, it is reported that several important elements are already taking shape. Hyundai Australia chief operating officer Gavin Donaldson indicated that the Toyota Tacoma and Ford Ranger competitor is expected to arrive around 2028. Development is ongoing, and the project remains fluid.
“Strategically, it’s still a work in progress,” Donaldson said. “It’s leaning towards a couple of years from now… and it’s still [being developed] in collaboration with the U.S.”
Earlier reports suggested Hyundai had been evaluating both ladder-frame and unibody designs, but Donaldson emphasized that “body-on-frame is what [Hyundai has] got to look for to be competitive.” In addition to the pickup, an SUV based on the same architecture is reportedly scheduled before the end of the decade.
Hyundai intends to launch four pickup models by 2030. However, local CEO Don Romano has clarified that the forthcoming dual-cab model will not simply be a rebadged Kia Tasman.
He also revealed that the truck will feature a “different type of hybrid” rather than a plug-in system, suggesting an extended-range electric vehicle (EREV) configuration.
Romano further confirmed that Hyundai’s partnership with General Motors could influence the new pickup’s development, although any shared architecture would need to differentiate itself from GM’s own offerings. A recent patent showing removable roof panels, reminiscent of Jeep-style configurations, hints at one possible way Hyundai could give its future pickup a distinctive edge.
Hyundai is evaluating a wide array of strategies to ensure its next generation of pickups can compete effectively. The forthcoming truck is expected to surpass the Santa Cruz in both ruggedness and off-road capability.
As Kia’s experience with the Tasman has shown, adopting body-on-frame construction and bold styling alone may not be sufficient to sway buyers who remain loyal to established names like Toyota and Ford. Although Hyundai has moved well beyond its early-2000s reputation for producing inexpensive and uninspiring vehicles, it is not yet widely associated with hard-wearing, off-road-ready trucks.
Winning over pickup customers, who are often among the most brand-loyal and demanding in the automotive market, will likely be Hyundai’s greatest challenge.
As observed, “pickup truck buyers tend to be more loyal and demanding,” and with limited overall growth expected in the segment, Hyundai faces a particularly steep uphill battle in earning credibility and market share.
