Hyundai Santa Fe's Off-Road Enhancements

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【Summary】Hyundai's Santa Fe has received its biggest update yet, 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 new Santa Fe combines a robust exterior with a delicate interior design to create a unique image. The fifth-generation model hopes to regain its status as Korea's top-selling SUV, which it lost to Kia's Sorento in 2020.

FutureCar Staff Aug 30, 2023 4:33 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 initial release in 2000. This latest version boasts enhanced off-road features in both design and performance.

Hyundai is positioning the All New Santa Fe as a mid-sized family vehicle that appeals to both city commuters and outdoor enthusiasts. The company has set ambitious sales targets for the upcoming 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 in rebranding the Santa Fe. "From the beginning, the Santa Fe had a strong SUV heritage, but the biggest challenge was to overcome its mundane image that lacked standout features," said Yoon-su. "We aimed to create a unique image for the new Santa Fe by combining a robust exterior with delicate interior design."

With the introduction of its fifth-generation full-change model, the Santa Fe hopes to reclaim its status as Korea's best-selling SUV. Until 2020, the Santa Fe held the top position in SUV sales in Korea, but it was surpassed by Kia's Sorento. In 2021 and 2022, the Sorento sold 70,018 units and 68,220 units, respectively, maintaining its lead. Meanwhile, the Santa Fe sold 41,739 units and 28,205 units during the same period.