Hyundai Santa Fe's Off-Road Enhancements

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【Summary】Hyundai's Santa Fe SUV has received a significant update with enhanced off-road features. The carmaker aims to sell 135,000 units in North America, 16,000 units in Europe, and 70,000 units in Korea. The fifth-generation model seeks to regain its position as Korea's top-selling SUV, which was taken over by Kia's Sorento in 2020.

FutureCar Staff Aug 27, 2023 4:16 PM PT

Hyundai Santa Fe's Off-Road Enhancements

The Hyundai Santa Fe, the first Korean-made sport utility vehicle, has undergone its most significant update since its introduction in 2000. This latest version boasts improved off-road features in both design and performance.

Hyundai is positioning the All New Santa Fe as a versatile mid-sized family vehicle that appeals to both city commuters and outdoor enthusiasts. The automaker has set an ambitious sales target for the coming year, aiming to sell 135,000 units in North America, 16,000 units in Europe, and 70,000 units in Korea.

During a media preview on August 9, Kim Yoon-su, the director of the domestic marketing department at Hyundai Motor Group, explained the challenges faced by the Santa Fe. He stated, "From the beginning, the Santa Fe had the strongest SUV heritage, but the biggest challenge was to overcome the mundane image that lacked standout features. We tried to create a unique image for the new Santa Fe by blending a robust exterior with delicate interior design."

With the introduction of the fifth-generation full-change model, Hyundai aims to restore the Santa Fe's reputation as Korea's best-selling SUV. The Santa Fe held the top position in SUV sales in Korea until 2020 when it was surpassed by Kia's Sorento. Since then, the Sorento has maintained its lead, selling 70,018 units and 68,220 units in 2021 and 2022, respectively. Meanwhile, the Santa Fe sold 41,739 units and 28,205 units during the same period.