Americans Have a Fondness for Trucks, But Not for Hyundai's | Carscoops

      Maverick sales soared, while Santa Cruz sales saw a dramatic decline.

      17 hours ago

      by Michael Gauthier

      Hyundai had an impressive first half of the year, with sales rising 10% to set a new record. The Tucson, Elantra, and Santa Fe have all experienced significant increases this year. However, customers have turned away from the Santa Cruz, which has dropped by 21% this year.

      In May, the average transaction price for a new vehicle reached $48,799. But what if I told you there’s a truck starting at $28,750? Moreover, it offers a smoother ride than the Maverick and doesn’t seem like it was designed by frugal accountants. That sounds promising, yet things have not gone well for the Hyundai Santa Cruz.

      June sales fell sharply by 31%, totaling 2,048 units, marking the largest drop among all Hyundai models, except for the hydrogen-powered Nexo. Unfortunately, this was not a one-time event, as year-to-date sales have decreased by 21% to 14,221 units.

      In contrast, the Ford Maverick, which starts at $28,145, celebrated its "best quarter ever," with Q2 sales rising by 26.3%. This makes the 21% drop in Santa Cruz sales during the second quarter even more disheartening. Year-to-date, Maverick sales have increased by 11.6% to 86,056 units, meaning Ford's sales are roughly six times greater than Hyundai's.

      There are several reasons for this disparity, but a major factor is likely the Maverick’s hybrid powertrain. The truck comes standard with a hybridized 2.5-liter four-cylinder engine that generates 191 hp (142 kW / 194 PS) and achieves up to 42 mpg in the city, 35 mpg on the highway, and 38 mpg combined. These figures are impressive, and for 2025, the hybrid powertrain can be combined with all-wheel drive.

      The Santa Cruz also features a 2.5-liter four-cylinder engine with 191 hp (142 kW / 194 PS), but lacks hybrid technology. Consequently, it offers a significantly lower fuel economy rating of up to 22 mpg in the city, 30 mpg on the highway, and 25 mpg combined.

      Aside from the Santa Cruz, the best-selling models last month were the Tucson, Elantra, and Santa Fe. Electric vehicle sales declined, with the Ioniq 5 and Ioniq 6 down by 16% and 23%, respectively. However, the Ioniq 9 appears to be gaining traction, outselling the Ioniq 6 with 711 units sold.

      Overall, Hyundai’s U.S. sales increased by 3% last month, reaching 69,702 units. The company is also up 10% year-to-date and achieved its "best-ever first half sales results."

      Hyundai US Sales