The compact pickup truck market has become a fascinating battleground between two very different approaches to small truck design. While both the Ford Maverick and Hyundai Santa Cruz launched in 2022 to fill the growing demand for affordable, fuel-efficient trucks, their sales trajectories couldn’t be more different.
If you’re shopping for a compact pickup or simply curious about which truck buyers are choosing, the numbers tell a compelling story about consumer preferences, pricing strategies, and what really matters to truck buyers today.
The Numbers Don’t Lie: Maverick’s Overwhelming Market Dominance
The sales figures paint a clear picture of consumer preference. In 2024, the Ford Maverick sold an impressive 131,142 units, maintaining its stranglehold on the compact pickup segment. Meanwhile, the Hyundai Santa Cruz managed significantly fewer sales, with the gap between these competitors widening rather than narrowing.
Looking at 2025 data through July, the trend continues with even more dramatic results. Ford has moved 98,078 Maverick units, representing an 8.9% increase over the same period in 2024. In stark contrast, Hyundai has only sold 16,532 Santa Cruz trucks so far this year, marking a 20% decrease compared to 2024.
To put this in perspective, in July 2025 alone, Ford sold 12,022 Mavericks while Hyundai managed just 2,311 Santa Cruz sales. That’s more than a 5-to-1 sales ratio in favor of the Maverick.
Market Share Breakdown
| Vehicle | Q2 2024 Sales | Market Share | 2025 YTD Sales (through July) |
|---|---|---|---|
| Ford Maverick | 77,113 | 80% | 98,078 |
| Hyundai Santa Cruz | 17,945 | 20% | 16,532 |
Why the Maverick is Winning the Sales Battle
Price Advantage That Actually Matters
One of the most significant factors driving Maverick sales is its more accessible pricing structure. The 2025 Ford Maverick XL starts at $26,295, while the comparable 2025 Hyundai Santa Cruz SE 2.5L FWD begins at $28,500. That $2,205 difference might not seem enormous, but it represents real money for budget-conscious buyers.
The pricing gap becomes even more pronounced when comparing higher trim levels. The range-topping Maverick Lariat Hybrid starts at $36,735, while the Santa Cruz Limited 2.5L Turbo AWD commands $42,500 – a difference of nearly $6,000.
Fuel Economy That Resonates with Buyers
The Maverick’s hybrid powertrain has proven to be a game-changer in the segment. With EPA-estimated ratings of 42 mpg city and 33 mpg highway, the Maverick Hybrid offers fuel economy that rivals many sedans while maintaining truck functionality.
Even the standard EcoBoost Maverick delivers 23 mpg city and 30 mpg highway, outperforming the Santa Cruz’s best rating of 22 mpg city and 26 mpg highway. In an era of rising fuel costs, this advantage resonates strongly with practical truck buyers.
Superior Truck Capabilities
When it comes to actual truck duties, the Maverick offers more practical capability. Its 4-foot-6-inch bed provides 36 cubic feet of cargo space compared to the Santa Cruz’s 4-foot bed with 27 cubic feet. Additionally, the Maverick’s 1,500-pound payload capacity edges out most Santa Cruz configurations.
What’s Behind the Santa Cruz’s Sales Struggles
Pricing Strategy Challenges
The Santa Cruz positions itself as a more premium offering, but this strategy hasn’t translated to sales success. While it offers higher-quality interior materials and more luxury features, many buyers seem to prioritize value and capability over premium touches.
The absence of a hybrid powertrain particularly hurts the Santa Cruz in today’s market. With the Maverick Hybrid becoming the second best-selling hybrid truck in America after the F-150 PowerBoost, Hyundai’s decision to skip electrification looks increasingly shortsighted.
Brand Perception and Truck Heritage
The Maverick benefits from Ford’s deep truck heritage and the reputation of the F-150 family. Many buyers view it as a “real truck” despite its unibody construction, while the Santa Cruz sometimes faces perception challenges as a “crossover with a bed.”
Regional Performance and Market Dynamics
The sales disparity isn’t limited to the United States. Maverick sales have grown across multiple markets including Mexico (+57% in Q1 2024), Brazil (+122%), and Canada (+5%). This global success demonstrates the universal appeal of Ford’s compact truck formula.
Industry Awards and Recognition
The Maverick’s sales success has been accompanied by industry recognition. The truck earned the Kelley Blue Book Best Buy award and the Vincentric 2024 Best CPO Value in America Award. Consumer Reports named the Maverick Hybrid their most satisfying pickup of 2024.
What These Numbers Mean for Buyers
Availability and Dealer Experience
The Maverick’s popularity has created some availability challenges, with many dealers commanding premiums over MSRP. However, increased production at Ford’s Hermosillo Assembly plant in Mexico has improved inventory levels significantly.
Santa Cruz buyers typically enjoy better availability and potentially more negotiating room due to lower demand, though this advantage comes with concerns about long-term resale value.
Future Product Development
Ford’s sales success has enabled continued investment in the Maverick platform. The 2025 refresh brought Ford Sync 4, hybrid all-wheel drive, and the new Maverick Lobo performance variant. Meanwhile, questions remain about Hyundai’s commitment to the Santa Cruz given its sales performance.
The Verdict: Market Forces at Work
The Ford Maverick vs. Hyundai Santa Cruz sales battle illustrates fundamental market principles. Buyers have consistently chosen the Maverick’s combination of lower pricing, better fuel economy, superior truck capability, and strong brand heritage over the Santa Cruz’s premium features and styling.
With the Maverick maintaining approximately 80% market share in the compact pickup segment, it’s clear that Ford understood the target customer better than Hyundai. The truck’s success has even led to concerns that it might be cannibalizing sales from Ford’s own mid-size Ranger, as the Maverick outsold its larger sibling by 6,600 units in Q4 2024.
For potential buyers, these sales figures provide valuable insight into long-term ownership considerations including resale value, parts availability, and continued manufacturer support. The market has spoken clearly about which compact pickup better meets real-world needs and expectations.
FAQs
Q: Why does the Ford Maverick outsell the Hyundai Santa Cruz so dramatically?
A: The Maverick offers lower pricing, better fuel economy with its hybrid option, larger bed capacity, and benefits from Ford’s strong truck reputation.
Q: Is the Santa Cruz worth considering despite lower sales numbers?
A: The Santa Cruz offers premium interior materials and more luxury features, but buyers should consider potential resale value impacts from lower market acceptance.
Q: Will Hyundai continue the Santa Cruz given these sales results?
A: While Hyundai hasn’t announced discontinuation plans, the significant sales gap raises questions about the model’s long-term viability in the compact pickup segment.
