Hyundai confirms plans for a new mid-size pickup truck before 2030 at the 2025 CEO Investor Day, expanding on the success of the Santa Cruz and targeting the competitive U.S. truck market.
Hyundai’s Next Big Move in North America
Hyundai Motor has announced that it will launch an all-new mid-size pickup truck in North America before 2030, marking a major step in its strategy to expand across one of the most competitive automotive markets in the world.
The new model will build on the experience gained from the Hyundai Santa Cruz, which debuted in 2021 and carved a niche in the compact truck segment. Now, Hyundai is preparing to challenge established rivals in the mid-size truck market, where demand remains strong.
Why the Mid-Size Pickup Matters
The U.S. pickup truck market is one of the largest and most profitable vehicle segments. Mid-size trucks offer:
- Versatility – balancing towing and hauling capability with everyday drivability.
- Affordability – more accessible pricing compared to full-size trucks.
- Lifestyle Appeal – catering to outdoor enthusiasts, families, and small business owners.
By entering this segment, Hyundai is strategically targeting a wider customer base and competing with brands like Toyota (Tacoma), Ford (Ranger), and Chevrolet (Colorado).
Expected Features of the New Hyundai Pickup
While Hyundai has not yet revealed official specifications, based on its roadmap, we can expect the upcoming mid-size truck to include:
- Hybrid or Electrified Powertrains: Hyundai’s electrification strategy suggests the pickup could debut with hybrid or plug-in hybrid options, and possibly an all-electric variant later in the decade.
- Bold Design Language: Following Hyundai’s recent design trends, expect a rugged yet modern look, blending utility with lifestyle appeal.
- Advanced Infotainment & SDV Tech: The truck will likely feature Hyundai’s new Pleos Connect infotainment system and Software-Defined Vehicle (SDV) platform, enabling over-the-air updates and AI-driven services.
- Utility & Capability: Competitive towing capacity and payload to match established rivals, while offering the comfort and innovation Hyundai is known for.
Building on Santa Cruz Success
The Hyundai Santa Cruz, launched in 2021, gave Hyundai valuable insights into the pickup truck buyer’s mindset. Positioned as a compact lifestyle truck, it helped establish Hyundai’s credibility in a segment traditionally dominated by American automakers.
The upcoming mid-size truck is a natural evolution, expanding Hyundai’s presence deeper into the U.S. truck market with a larger, more capable offering.
