Hyundai is reportedly concluding the production of its Santa Cruz pickup truck ahead of schedule, citing sluggish sales figures and an abundance of inventory as key factors. Originally slated to continue manufacturing until the second quarter of 2027, the company has expedited this timeline, with the final units expected to roll off the assembly line later this year.
This strategic shift comes as Hyundai looks to recalibrate its presence in the highly competitive North American truck market. Despite the departure of the Santa Cruz, Hyundai has ambitious plans to introduce a new, more robust mid-size, body-on-frame pickup truck, designed to challenge established models like the Chevrolet Colorado and Ford Ranger. This forthcoming vehicle, anticipated to begin production in 2029 with a target launch in 2030, will emphasize enhanced durability and off-road performance. Complementing this, a new body-on-frame SUV is also in development, aiming to rival the likes of the Toyota 4Runner.
The decision to retire the Santa Cruz, while a notable change, paves the way for Hyundai to pursue a more impactful and specialized approach in the truck and SUV sectors. By focusing on larger, more capable vehicles, the manufacturer intends to broaden its customer base and more effectively address the core demands of the US market. This evolution underscores Hyundai's commitment to adapting its product offerings to better align with consumer preferences and market trends.
