In the fiercely competitive compact pickup truck segment, the Ford Maverick has established a commanding lead over its sole direct competitor, the Hyundai Santa Cruz, in the 2025 U.S. sales figures. While both vehicles represent the relatively niche unibody truck market, alongside the Honda Ridgeline, the sales disparity between the Maverick and the Santa Cruz has broadened considerably throughout the year, with Ford's offering outselling Hyundai's by a significant margin.
As of July 2025, Ford reported sales of 98,078 Maverick units, marking an 8.9% increase compared to the previous year. This performance includes 12,022 sales in July alone. In stark contrast, Hyundai's Santa Cruz sales have struggled, with only 16,532 units sold year-to-date, representing a 20% decline from 2024. July was particularly challenging for Hyundai, with only 2,311 Santa Cruz trucks finding new owners. This downturn for the Santa Cruz is particularly noteworthy as it runs contrary to the general sales growth observed across most of Hyundai's other vehicle lines this year.
Despite the Hyundai Santa Cruz being lauded for its superior refinement, a more technologically advanced interior, and greater towing capacity in comparative analyses, the Ford Maverick's market dominance persists. This can largely be attributed to Ford's longstanding and robust reputation within the truck manufacturing industry, coupled with the Maverick's more traditional and rugged aesthetic appeal. Furthermore, the Maverick maintains a competitive edge in pricing, starting at a lower MSRP of $28,145 compared to the 2026 Santa Cruz's $29,500. The Maverick also offers an exceptionally fuel-efficient hybrid variant, achieving an impressive 42 mpg in city driving, a feature unmatched by its Hyundai counterpart. Recent updates for the 2025 model year, including the introduction of a new Lobo performance trim, further enhance the Maverick's appeal. Although Hyundai has replaced the dual-clutch automatic transmission in some 2026 Santa Cruz models with a conventional eight-speed automatic, and added a new Terrain Mode for the XRT trim, these changes are unlikely to significantly alter the current sales dynamic. Looking ahead, the compact pickup segment may soon welcome new contenders, as reports suggest both Ram and Toyota are exploring the possibility of introducing smaller unibody trucks, which could challenge Ford's presently unchallenged leadership.
The automotive landscape is constantly evolving, and the success of the Ford Maverick demonstrates how a product that resonates deeply with a brand's heritage and consumer expectations can thrive. It underscores the idea that while innovation and advanced features are crucial, a strong brand identity and meeting core consumer demands—such as affordability and fuel efficiency in this case—can be equally powerful drivers of success. This competitive environment ultimately benefits consumers, as manufacturers are pushed to deliver increasingly better and more varied options, fostering progress and choice within the industry.