So when Hyundai’s CEO José Muñoz dropped the news at the September 18, 2025, CEO Investor Day that they’re launching a mid-size pickup in the U.S. before 2030, I perked up. This isn’t a rebadged GM or a compact like the Santa Cruz—it’s a proper body-on-frame truck, larger and tougher, aiming straight for the Toyota Tacoma and Chevy Colorado. With hints of an SUV variant to challenge the 4Runner and Bronco, and possibly the 329-hp Palisade Hybrid powertrain under the hood, Hyundai’s entering the ring with big ambitions. As someone who’s driven everything from Tacomas to Silverados, this could shake up the midsize segment. Let’s break down the details, what we know, and why it’s exciting.

Body-on-Frame Construction: A True Truck for the U.S. Market

Hyundai’s making it official: their new mid-size pickup will use a body-on-frame platform, the kind that Tacoma and Colorado owners swear by for off-road durability and towing prowess. It’s a step up from the unibody Santa Cruz, which has carved a niche but hasn’t matched the sales of its compact rival, the Ford Maverick. Muñoz confirmed it’s an in-house development for the U.S., not the GM partnership (that’s for South America pickups and U.S. vans). Expect a crew cab configuration as standard, with a bed size suited for midsize duties—likely 5-6 feet. The truck’s set to launch before 2030, giving Hyundai time to refine it. This could be the Santa Cruz successor we’ve been waiting for, blending crossover comfort with truck toughness.

Powertrain Possibilities: Palisade Hybrid Under the Hood?

Muñoz hinted the pickup could borrow the Palisade Hybrid’s 2.5-liter turbo inline-four with electric assist, making 329 hp and 339 lb-ft of torque. It’s a smooth, efficient setup with a 1.49-kWh battery for short EV bursts, and it could give the truck a hybrid edge in a segment where Tacoma’s i-Force Max is gaining traction. Fuel economy might hit 25-30 mpg combined, better than the gas-only Colorado’s 17/21 mpg. For off-road trims, expect AWD standard, and perhaps a locking differential or lift kit. The SUV variant? It could be a rugged three-row like the Bronco or 4Runner, sharing the platform for cost savings. Hyundai’s keeping details under wraps, but this powertrain would make it competitive right out of the gate.

Targeting Tacoma and Colorado: Hyundai’s Midsize Ambition

The midsize truck market is hot, with Tacoma leading at over 200,000 sales yearly and Colorado close behind. Hyundai’s aiming to grab a slice, offering the flexibility and options buyers crave—crew cab, extended cab, different beds, and trims from workhorse to luxury. The Santa Cruz sells modestly, but a body-on-frame model could appeal to traditional truck buyers who want towing (up to 7,500 pounds?) and off-road capability. The SUV spin-off would battle the 4Runner’s trail prowess and Bronco’s fun factor, potentially with hybrid power for better efficiency. Built in the U.S. or Mexico, it could qualify for incentives, boosting sales.

What This Means for Hyundai’s Truck Future

Hyundai’s truck push is part of a bigger strategy—expanding beyond the Santa Cruz to capture the $50 billion midsize segment. The GM tie-up for South America vans shows they’re thinking global. With the Palisade Hybrid’s tech, this pickup could be efficient and powerful, drawing buyers tired of Tacoma’s wait times or Colorado’s base models. The SUV variant adds versatility, perhaps as a three-row off-roader. Launch before 2030 gives time for refinement, but Hyundai needs to nail pricing (around $30,000-$50,000) and features to compete.

My Take: Hyundai’s Truck Play Could Be a Winner

As a truck lover who’s owned a Tacoma and eyed the Colorado, Hyundai’s mid-size entry has me intrigued. A body-on-frame rig with hybrid power could blend the best of both worlds, and the SUV variant sounds like a 4Runner killer. If they get the towing and off-road right, it could steal sales from Toyota and Chevy. Stay tuned for more; this could be Hyundai’s truck breakthrough. What do you think—excited for a Hyundai Tacoma rival? Share below; I’d love to hear from fellow truck nuts!

Source-hyundai.com