Hyundai Santa Cruz Discontinued; All-New Midsize Pickup Coming in 2029

Hyundai has confirmed it will discontinue the Santa Cruz compact pickup truck by the end of this year—about a year earlier than originally planned. Since its launch in 2021, the model has struggled with weak sales, delivering only 36,675 units in 2023 and further declining to 25,499 units in 2024—far below the Ford Maverick’s 155,000 units during the same period. High inventory levels and insufficient market demand are the primary reasons for the early discontinuation. However, Hyundai is not exiting the pickup segment altogether. The company has confirmed it will begin production of an all-new midsize, body-on-frame pickup in 2029, emphasizing durability and off-road capability. The new truck is expected to launch in 2030 and will target rivals such as the Chevrolet Colorado and Ford Ranger. Additionally, Hyundai plans to introduce a rugged SUV to compete directly with the Toyota 4Runner, further expanding its product lineup in the crucial North American market.