Hyundai Canada has announced that its first-ever pickup truck, the Santa Cruz, will carry a starting price of $38,499 when it arrives in showrooms in September.

That MSRP goes with the entry-level Preferred trim level, which will come with a 2.5L turbo four-cylinder engine (281 hp/311 lb-ft of torque), standard AWD and an eight-speed dual-clutch automatic transmission.

The Hyundai Santa Cruz is among the latest smaller-than-the-norm pickups to join the marketplace after redesigned mid-size models like the Toyota Tacoma and GM’s Chevrolet Colorado and GMC Canyon stirred up the segment a few years ago. 

 

Notably, the Santa Cruz will reach dealerships around the same time as Ford’s newest pickup, the compact Maverick. These two are roughly the same size (the Ford is longer, but the Hyundai is a bit wider and taller), and they both have cargo beds that are fully integrated with the rest of the body. The Santa Cruz’s price is about $12,000 more than the Maverick’s starting tag, but for that, you get more power and towing capacity: Hyundai says the Santa Cruz will tow 2,267 kg (5,000 lb) to the Maverick’s 1,812-kg (4,000 lb) maximum, and the Maverick’s top motor will be a 2.0L turbo four with 250 hp/277 lb-ft. Ford hasn't revealed the Maverick's full list of standard features.

The Honda Ridgeline will remain the priciest crossover-based pickup, however, with an entry price that nearly matches that of the Santa Cruz’s top trim. Like the Santa Cruz, the Ridgeline tows up to 2,267 kg.

Hyundai says the Santa Cruz Preferred will come with 18-inch wheels, an adjustable tailgate, sliding rear window with defroster, AWD with multi-terrain control, a lockable waterproof underbed storage compartment (like that in the Honda Ridgeline), heated front seats/steering wheel, and a full suite of driver safety assists.

Santa Cruz Preferred Trend trim ($41,399) adds a 10.25-inch touchscreen (up from the base truck’s 8.0-inch display), dual-zone A/C, a power driver’s seat, adaptive cruise, sunroof, and leather. Ultimate trim ($44,799) will gain surround and blind spot cameras, 20-inch wheels, LED headlights, ventilated front seats, and rain-sensing wipers.