Hyundai is officially entering the “real” pickup truck arena. The automaker has confirmed it’s developing a rugged, body-on-frame pickup—marking a major shift from the unibody Santa Cruz currently available in the U.S. market.
While this new model is generating buzz among truck enthusiasts, Hyundai has made it clear: the upcoming truck is aimed at global markets like Australia, not the United States—at least for now.
A New Chapter in Hyundai’s Truck Strategy
The Hyundai Santa Cruz has found a niche in the U.S., often compared to the Ford Maverick. However, its unibody design—based on the Tucson SUV—limits its appeal among buyers seeking a more capable, mid-size ute.
That’s about to change. Hyundai Australia CEO Don Romano confirmed to Drive that the company is working on a body-on-frame truck to meet the needs of traditional pickup buyers.
This move positions Hyundai to compete directly with global mid-size truck giants such as the Toyota HiLux and Ford Ranger.
The new pickup will also share DNA with the upcoming Kia Tasman, suggesting a united front from the Hyundai-Kia group to gain ground in the utility vehicle segment.
Powertrain Options: Diesel, Hybrid, and Electric on the Table
While technical specifications are still under wraps, Romano hinted that Hyundai is considering multiple powertrain options. A diesel engine remains a likely candidate for markets like Australia, where diesel pickups dominate. However, Hyundai is also evaluating hybrid and electric versions to comply with tightening emissions standards and respond to the growing demand for cleaner alternatives.
Hyundai-GM Alliance: A Game-Changer?
A particularly intriguing element is Hyundai’s openness to collaborating with General Motors. Romano suggested Hyundai could “look at what is available from GM” for this new truck—a statement rooted in a broader strategic partnership involving truck and van development.
This collaboration could accelerate Hyundai’s entry into the segment by leveraging GM’s body-on-frame expertise.
What About the U.S. Market?
Despite the global push, Hyundai’s new pickup is unlikely to reach American dealerships anytime soon. The Santa Cruz—fresh off a recent facelift—will continue serving U.S. buyers looking for style, comfort, and utility without needing a full-fledged workhorse.
In summary, Hyundai’s bold move to develop a body-on-frame pickup underlines its global ambitions. Whether powered by diesel, hybrid, or electric, this “real” truck is designed to challenge the segment’s biggest names and reshape Hyundai’s position in the global utility vehicle market.