Hyundai will reportedly halt production of the compact Santa Cruz pickup truck due to slow sales after just a few years on the market. The South Korean automaker is expected to replace the funky pickup with a slightly larger, body-on-frame truck, but we can’t help but wonder if that’s the right move for the moment.
The Santa Cruz is based on Hyundai’s ultra-popular Tucson compact SUV, which gave it a car-like ride quality and a nice interior at the expense of all-out capability and ruggedness. Its four-foot bed can carry more than most people expect, and it can tow a surprisingly heavy load, but the Santa Cruz is not as utilitarian or capable off-road as trucks in the midsize segment, such as the Toyota Tacoma, Ford Ranger, and Chevrolet Colorado.
While it’s easy to see Hyundai’s logic in swapping the Santa Cruz for a larger, more competitive truck, it also feels like the automaker is trading a unique ute for a mainstream model that may or may not get traction. Americans already have a range of options in the midsize truck segment, and all of the models have established themselves in the market. Jumping into the fray as a newcomer is a considerable risk, though Hyundai isn’t hurting for revenue.
There’s a case to be made that the automaker should revise the Santa Cruz, with a focus on value, capability, and performance. Ford’s Maverick, a direct competitor, has excelled with hybrid and gas options, leaving us to ask why Hyundai couldn’t take a little time and money to adjust the Santa Cruz as a competitor.
You might notice that we’re on the fence about this one. On one hand, it’s hard to see a Hyundai midsize pickup competing against heavyweights like the Toyota Tacoma. Still, it’s also possible that the brand makes significant strides with its long warranty and compelling tech offerings.
What do you think? Are you on board with Hyundai’s move to a midsize truck, leaving the Santa Cruz off the table, or would you rather see a more refined compact truck that retains a more comfortable ride and a nicer interior?
