Hyundai Discontinues Santa Cruz Pickup Early

Less than five years after its market debut, Hyundai has decided to discontinue production of the Santa Cruz compact pickup after just one generation and replace it with a larger model designed to appeal to a wider audience, according to a report by AutoNews.

According to the report, which cites both internal staff and suppliers as sources, the discontinuation was originally planned for the second quarter of 2027, but now production will begin to be gradually reduced in the coming days.

This change in policy could lead to the program's early termination, and the South Korean automaker has already notified suppliers of this possibility, confirmed another source familiar with the decision, which it attributed to low sales and high inventory.

The report details that the Santa Cruz's only competitor, the Ford Maverick, outsold it by a ratio of 6 to 1 in 2025, leaving dealers with nearly five months of inventory at the end of the year.

A Hyundai spokesperson said the truck's life cycle plans remain unchanged and declined to comment on future plans for the product.

According to AutoForecast Solutions, the automaker plans to begin production of a midsize truck in the summer of 2029, which will prioritize durability, versatility, and efficiency to better meet U.S. consumer expectations.