Hyundai is offering an unexpected opportunity: trade in a now-worthless NFT for a brand-new 2025 Santa Cruz. In a move that has sparked curiosity, the automaker is resurrecting its NFT giveaway from 2021, offering one lucky NFT holder the chance to score a vehicle worth over $42,000 or take home a $20,000 cash prize.

A Quirky Promotion with a Catch

Back in 2021, Hyundai launched its quirky Santa Cruz, a crossover truck, alongside a unique marketing campaign. The company gave away 10 limited-edition NFTs to celebrate the vehicle’s launch. The only requirement to win one of these NFTs was a simple tweet, using specific hashtags related to the Santa Cruz.

Fast forward to 2024, and Hyundai has come up with an unusual twist: the first person to trade in their Santa Cruz NFT would win a high-end Santa Cruz Limited AWD or an optional cash prize. The catch? The opportunity was available on a first-come, first-served basis.

The Trade-In That’s Already Over

While the promotion was set to run until October 30, the car (or cash prize) has already been claimed. Hyundai’s social media channels lit up with the announcement, and the lucky NFT holder made the trade before most even realized the promotion was happening.

Though the car is now off the table, the promotion highlighted an interesting question—why would Hyundai resurrect an old NFT campaign, especially at a time when the NFT market has cooled?

The NFT craze has long since died down, leaving many early adopters with digital assets that have lost value. Hyundai’s decision to revisit this space may seem odd, but it could be an attempt to engage with fans in a nostalgic way or generate buzz for the brand. Whatever the reason, the campaign succeeded in attracting attention, even if only a handful of people were eligible to participate.

The Real Value of the Promotion

Hyundai wasn’t giving away just any car—the Santa Cruz offered in the promotion is a top-tier model, with features that make it stand out in the crossover market. With an MSRP of $42,500, the Santa Cruz Limited AWD includes premium features, such as advanced all-wheel drive, high-tech safety systems, and a spacious interior. For the winner, choosing between the car and the $20,000 cash prize was no easy decision.

However, taxes, fees, and other costs would still be the responsibility of the winner—nothing truly comes for free. But for someone holding a now-worthless NFT, this was a windfall.

Hyundai’s reintroduction of NFTs may just be a playful nod to the past, but it also raises the question of whether automakers or other companies will try to revive NFTs in new, creative ways. For now, one lucky winner is driving off in a brand-new Santa Cruz, leaving the rest of us to wonder what Hyundai might come up with next.