Hyundai has been on a tear recently, reinventing itself from the punchline of budget cars to a legitimate contender within the automotive world. They’ve nailed electric vehicles with the Ioniq lineup, delivered stylish SUVs just like the Tucson that mix performance and affordability, and even pushed boundaries with daring designs that turn heads. Credit where it’s due: Hyundai’s aggressive innovation has boosted their market share and earned them respect from critics and consumers alike. But amid all this progress, they’ve committed one colossal blunder that is costing them dearly within the small truck segment – failing to beat Ford to the hybrid punch with the Santa Cruz.
Let’s rewind. Ford launched the Maverick in 2021 as a 2022 model, complete with a hybrid option right out of the gate. It was a masterstroke: inexpensive, fuel-efficient, and perfectly timed for rising gas prices and eco-conscious buyers. The Maverick’s hybrid powertrain delivered as much as 40 mpg in the town, making it a no brainer for urban dwellers and light-duty haulers. Sales exploded – in 2025 alone, Ford moved 155,051 Mavericks, with over 81,000 of those being hybrids. That is not only success; that is domination.
Meanwhile, Hyundai rolled out the Santa Cruz around the identical time, a unusual unibody truck with SUV-like comfort and a brief bed. It had potential, sharing bones with the Tucson, but where was the hybrid? Nowhere. Hyundai dragged their feet, only announcing a hybrid variant for the 2026 model yr, with releases trickling out in late 2025 or early 2026. By then, Ford had already locked out there. The result? Hyundai’s Santa Cruz sales tanked to a pathetic 25,499 units in 2025, down 29% from the prior yr, while Maverick outsold it six to at least one. In July 2025, Ford sold 12,022 Mavericks in a single month – greater than half of Hyundai’s entire year-to-date Santa Cruz tally.
This wasn’t rocket science. The demand for hybrids in compact trucks was obvious – fuel savings, lower emissions, and that green halo appeal. If Hyundai had prioritized a hybrid Santa Cruz from day one, leveraging their existing Tucson hybrid tech, they might’ve owned the segment. Imagine: higher efficiency than the Maverick’s early models, Hyundai’s warranty edge, and that signature styling. They’d be the sales leader, not the also-ran scraping for scraps. As a substitute, they’re playing catch-up, and reports suggest they’re even considering ditching the Santa Cruz early to pivot to a much bigger truck.
Heads should roll over this. Whoever greenlit the gas-only launch while Ford hybridized from the beginning deserves the boot. Hyundai’s execs squandered a golden opportunity, letting Ford lap them in a distinct segment they might’ve dominated. It is not just dumb – it is a fireable offense that is hurting shareholders and brand momentum. And now, Santa Cruz goes away…Get up, Hyundai: next time, don’t let innovation stall within the garage.
This Article First Appeared At www.autospies.com
