The pickup truck landscape is experiencing unprecedented change, and Hyundai has officially confirmed development of a legitimate mid-size pickup truck that will directly challenge the Ford Ranger’s dominance. However, Australian buyers may face disappointment as the company’s local market strategy remains unclear.
Breaking Down Hyundai’s Pickup Ambitions
Hyundai Australia CEO Don Romano has confirmed the company is working on a new mid-size ute that will compete against body-on-frame alternatives in the region, like the Toyota HiLux, Ford Ranger, and its cousin, the new Kia Tasman. This represents a significant departure from the current Santa Cruz, which Romano himself acknowledges isn’t a “real pickup truck” but rather “a Tucson with a bed.”
The timing couldn’t be more critical. The midsize truck market has undergone a major revamp over the past couple years, with early 2024 marking a generational shift for two major rivals: the Toyota Tacoma and the Ford Ranger. Both competitors have seen substantial improvements, making the market increasingly competitive.
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Technical Specifications and Platform Strategy
Engine and Performance Expectations
While specific powertrain details remain under wraps, Romano indicated that “the time will depend on the type of ute we develop,” suggesting multiple platform options are under consideration. The company appears to be evaluating several approaches:
Traditional Body-on-Frame: If Hyundai decides to use a body-on-frame platform like the Tasman, development could progress more quickly. This would provide the rugged capability needed to compete with established players.
Electric Platform Innovation: One of Hyundai’s new EV platforms will be able to support a pickup truck, but any such vehicle would likely be larger than the Tasman, and other rivals like the Toyota Hilux and Ford Ranger. However, electric truck demand remains limited, particularly in Australia.
GM Partnership Potential
According to recent reports, GM and Hyundai have announced plans to co-develop five different models, including a mid-size pickup utilizing either ICE or hybrid powertrains, with GM leading development of the mid-size pickup. “We would look at what is available from GM,” Romano told Drive, acknowledging the strategic alliance’s potential role in pickup development.
Market Competition Analysis
Ford Ranger’s Current Dominance
The Ford Ranger has established itself as a formidable competitor. Redesigned for the 2024 model year, the Ford Ranger pickup rolls into 2025 with only minor changes, offering two engines: the standard 270-horsepower turbocharged 2.3-liter four-cylinder and a 315-horsepower twin-turbo V-6.
Performance metrics demonstrate the Ranger’s capabilities:
- 0-60 mph: 5.6 seconds (V6 model)
- Towing capacity: Up to 7,500 lbs
- Payload capacity: Up to 1,788 lbs
Competitive Landscape Shifts
Both the Toyota Tacoma and Ford Ranger were trickling out to buyers early last year, but production and sales for both trucks are now in full swing. The market has responded positively, with the whole market seeing a nearly 50% uplift in Q1 2025.
| Vehicle | Q1 2025 Performance | Key Strengths |
|---|---|---|
| Ford Ranger | Strong recovery from 2024 retooling | 270-315 hp engines, refined interior |
| Toyota Tacoma | Significant sales improvement | Updated 2024 redesign, proven reliability |
Australian Market Uncertainties
Timeline and Production Plans
Hyundai hopes to have its new pickup in production in Australia within the next three years. Romano’s goal is “to get something into planning and production and get the dealer side in place within three years”, suggesting a 2027-2028 launch timeframe.
Platform Decision Impact
The choice of platform will significantly influence market availability. If Hyundai decides to use a body-on-frame platform like the Tasman, development could proceed more quickly. However, the company appears reluctant to simply rebadge the Kia Tasman, preferring to develop its own distinct offering.
Electric and Hybrid Considerations
Electrification Strategy
Hyundai officials have confirmed that an electrified pickup truck will hit the Australian market in 2024, with a full EV following a year later. This aligns with broader industry trends toward electrification, though there’s not a great deal of demand for electric trucks, particularly in Australia.
Hybrid Technology: Hyundai Australia’s COO has previously acknowledged that a fully electric pickup won’t work in isolation, so the brand will probably introduce a hybrid at first. This measured approach could provide the best of both worlds for Australian buyers.
BYD Competition Factor
The competitive landscape includes emerging players like BYD. BYD claims its DM-i Electric (Dual-Motor Intelligence) hybrid technology is a world-first exclusive, utilizing a turbocharged 1.5-litre engine and two electric motors, with a total system output of around 365 kW (490 hp).
Regional Market Dynamics
Australian vs. Global Strategy
According to Hyundai Australia CEO Don Romano, the company is currently working on a mid-size pickup that will compete against like-sized body-on-frame trucks like the Ford Ranger and the Toyota Hilux. However, global market considerations may influence final decisions.
Full-size vs. Mid-size Preferences: Australia bought around one full-size pickup for every 2,500 people in 2024, with total sales of 10,611 units, indicating stronger preference for mid-size options.
Timeline and Market Entry Strategy
Development Phases
Phase 1: Platform selection and engineering development (2025-2026) Phase 2: Production preparation and dealer network setup (2026-2027) Phase 3: Market launch (2027-2028)
Dealership Preparation
Romano emphasized getting “the dealer side in place within three years,” indicating comprehensive market preparation beyond just vehicle development.
Frequently Asked Questions
Q: When will Hyundai’s Ford Ranger rival be available?
A: Hyundai hopes to have its new pickup in production within the next three years, suggesting a 2027-2028 launch.
Q: Will it be available in Australia?
A: While Hyundai Australia is leading development discussions, final market availability remains uncertain.
Q: How will it differ from the Santa Cruz?
A: Unlike the unibody Santa Cruz, this will be a proper body-on-frame pickup designed for serious capability.
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