Hyundai Abandons Santa Cruz Strategy For Rugged New Truck

Last week gave us a clear signal of where Hyundai is heading next, and it feels like a big shift. The Boulder concept sport utility vehicle did not just show off a bold design direction, it quietly hinted at something even more important: Hyundai is preparing to step into the body on frame pickup world in a serious way.

Up to now, Hyundai has only had one truck in its lineup, the Santa Cruz. When it first arrived in 2021, it stood out for doing things differently, blending a crossover feel with pickup utility. That approach worked for a while, especially when sales peaked in 2023 at 36,675 units in the United States. But momentum did not last. By 2025, sales dropped to 25,499 units, and it became clear that buyers were leaning toward more traditional trucks. Meanwhile, the Ford Maverick dominated the segment with 155,051 units sold in the same year, showing just how strong demand is for practical and capable pickups.

Because of that shift, Hyundai appears ready to change course completely. Instead of continuing with a unibody design, the upcoming truck is expected to adopt a body on frame platform, which is exactly what many American buyers prefer. That alone could make a huge difference in how the truck is perceived.

Design is also expected to play a major role. If the Boulder concept is anything to go by, Hyundai is moving toward a more upright, squared off look with a retro feel. It has hints of classic American pickups, but with modern lighting and details that keep it fresh. Early renderings suggest a strong, planted stance, with a front end that looks confident and purposeful. The rear design carries over signature elements from the concept, including distinctive taillights and bold branding.

While there are no confirmed technical details yet, expectations point toward a hybrid powertrain with extended range. That would give Hyundai an edge, combining efficiency with the kind of capability truck buyers expect. If done right, it could stand out in a crowded field.

And that field is not easy. This new truck will likely go head to head with established names like the Chevrolet Colorado, Ford Ranger, Jeep Gladiator, and Toyota Tacoma. These are proven trucks with loyal followings, so Hyundai will need to bring something truly compelling to compete.

The timeline suggests we will not see the final production version until closer to 2030, with manufacturing expected to take place in the United States. That gives Hyundai time to refine the product and make sure it hits the mark.

If everything comes together, this could be one of the most important vehicles Hyundai has launched in years, especially for the American market where trucks are more than just vehicles, they are part of everyday life.