Hyundai Santa Cruz pricing announced, costs more than Ford Maverick

The battle in the compact pickup truck segment is in full swing in the United States, and Hyundai’s new Santa Cruz seems determined to take a fair share of the market from Ford’s Maverick. But will it be able to, prices being what they are?

As the Korean automaker revealed today, the Santa Cruz starts from U.S. $23,990, a considerable premium over the $21,490 of the Maverick. More importantly, however, the Santa Cruz price does not include a $1,185 tax, meaning that it actually starts $3,685 above the Maverick. For most buyers of compact cars, it is a big difference.

Higher trims follow the same pattern. You can buy a Santa Cruz Limited starting from $40,905, while a well-equipped Maverick with a turbo engine and AWD can be obtained at $36,310. The middle-ground trims are similarly priced, though.

The Santa Cruz will arrive in the showrooms in late July 2021, while Ford’s compact truck will follow in the fall.