Since its launch a couple of years ago, the Ford Maverick has remained one of the hottest vehicles on the market, prompting The Blue Oval to continue to explore ways to ramp up production to meet tremendous demand. Meanwhile, the Maverick has but one direct rival at the moment – the Hyundai Santa Cruz – which debuted alongside it for the 2022 model year and has also enjoyed its fair share of success – though not enough to come close to dethroning the Maverick as the best-selling compact pickup on the market. Regardless, the Maverick is slated to receive a refresh soon, and that’s also the case with the Hyundai Santa Cruz, as this prototype was just spotted by Ford Authority while it was out testing.
Though it’s clad in heavy camo, this is clearly a Hyundai Santa Cruz prototype given its unique front end design – which mimics the one present on the refreshed 2023 Hyundai Palisade – coupled with its familiar and rather unique cab and bed treatment. It’s a bit more truck-like than the current model, which is notable given the fact that Hyundai has thus far marketed the Santa Cruz as more of an adventure-type crossover with a bed, rather than a traditional pickup.
Regardless, these changes are more evolutionary than revolutionary, with some revised lighting elements and a more squared-off appearance up front, along with new LED signatures. Moving down the side, we see a new wheel design as well, though there don’t appear to be any additional revisions here – at least not that we can see. The same is true out back, where some potential updates to the taillights, tailgate, and bumper are likely concealed by heavy camo.
Regardless, it seems as is the refreshed Hyundai Santa Cruz is aiming to become more truck-like in appearance, which makes sense given the rabid success of the Maverick – as well as similar changes taking place across the entire automotive realm. In fact, the current Honda Ridgeline ditched the older model’s rounded lines for a more upright, truck-like appearance, too.
Sales Numbers - Compact Pickups - Q4 2023 - USA
| MODEL | Q4 23 / Q4 22 | Q4 23 | Q4 22 | Q4 23 SHARE | YTD 23 / YTD 22 | YTD 23 | YTD 22 |
|---|---|---|---|---|---|---|---|
| FORD MAVERICK | +22.42% | 27,628 | 22,568 | 78% | +26.47% | 94,058 | 74,370 |
| HYUNDAI SANTA CRUZ | -21.55% | 7,592 | 9,677 | 22% | +0.53% | 36,675 | 36,480 |
| TOTAL | +9.23% | 35,220 | 32,245 | +17.94% | 130,733 | 110,850 |
Hyundai is also likely looking to improve Santa Cruz sales, which have thus far lagged far behind the Maverick. In fact, in Q4 2023, Maverick sales totaled 27,628 units compared to just 7,592 for the Santa Cruz, giving it a healthy 78 percent share of the compact pickup market. Santa Cruz sales also grew by a mere 0.53 percent year-over-year compared to 22.42 percent for the Maverick, meaning that there’s plenty of room for improvement here.
We’ll have more on everything Ford’s competition is up to soon, so be sure and subscribe to Ford Authority for non-stop Ford news coverage.
Comments
If they make a manual transmission variant I’ll have a hard time not getting one.
If they make an AWD manual transmission variant I’ll get several.
So Ford Maverick can continue to outsell it 100-1.
AWD hybrid. That’s literally what I’m waiting for. Ford, Hyundai, anyone.
Or… Put the turbo V6 from GV80 in it and make it fast. That’s the ticket.
I waited a year for 2023 Ford Maverick and they didn’t even start production on it. So I went over and bought a Hyundai Santa Cruz and got it the same day. I was told by Ford I could order a 2024 Maverick and wait another 9 to 12 months (and may not get one again) my trade-in started at 12,500 then it went down to 8,500 with Ford, and who knows what it would be waiting another year. I got 10,000 trade from Hyundai. Yes I paid a little more, but I got some nice options that Ford would not include.
I LOVE my Santa Cruz and am very pleased with it !!!!
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