Hyundai is preparing a midsize pickup truck to challenge Toyota Tacoma and Ford Ranger dominance, scheduled for a 2028 launch after the Santa Cruz's disappointing performance. The Korean automaker aims to capture a slice of the competitive pickup market with a more rugged, off-road capable vehicle than its current offering, which sold just 32,000 units last year compared to Ford's 155,000 Maverick sales.

Hyundai Australia's COO Gavin Donaldson confirmed the new pickup will likely feature body-on-frame construction rather than the Santa Cruz's unibody design. The automaker plans four pickups by 2030 and may collaborate with General Motors on the platform, though it won't be a rebadged Kia Tasman. An SUV sharing the same platform is also in the works.

While Hyundai is exploring hybrid technologies including extended-range electric setups, the brand faces an uphill battle convincing loyal pickup buyers to switch. As industry experts note, pickup truck buyers tend to be more loyal and demanding, making Hyundai's challenge to establish credibility in this segment especially difficult despite its improved quality reputation.