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I am Uniji, an automotive influencer.
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On the 10th, Hyundai Motor Company unveiled the all-new mid-size SUV 'The All-New Santa Fe' at a world premiere event, making it the first of its kind globally.
This model has garnered attention both domestically and internationally.
The newly unveiled Santa Fe is a fifth-generation model, reintroduced after five years since 2018, designed to cater to both urban and outdoor lifestyles.
As a result, major automotive media outlets overseas have taken notice of the new Santa Fe, describing it as an 'interesting model' and sharing a variety of reactions.
Despite its boxy design, some foreign media reacted enthusiastically upon discovering that the new Santa Fe boasts an impressive drag coefficient of 0.29.
The remarkable drag coefficient results from the active air flaps installed at the front of the new Santa Fe, which help reduce air resistance.
Currently, the anticipated demand for the new Santa Fe is estimated to be around 54,000 units.
However, the most critical focus remains on the pricing of the new Santa Fe.
From the moment the design of the new Santa Fe was revealed, concerns arose that its price would significantly increase.
Hyundai has stated, "We are continuously negotiating regarding the price. The specifications have increased, and we must consider the market situation to establish a price that satisfies consumers."
Prior to the unveiling of the new Santa Fe, its expected price was disclosed through the automotive community 'Santa Fe MX5 Owners Club,' and this information is gaining renewed attention.
At that time, the trim configurations for the new Santa Fe included a total of four trims: Exclusive, Prestige, Calligraphy, and Calligraphy Hybrid.
Each trim is expected to see a price increase of approximately $1,800 to $2,000, which translates to about 2 million Korean won.
However, with the end of the 'tax reduction' on cars, an additional price increase of over 3 million Korean won is anticipated.
In some cases, the price increase may be even more substantial, particularly for the new Santa Fe Hybrid Calligraphy, which is expected to see the largest hike.
Hyundai aims to sell 28,000 units of the new Santa Fe in South Korea from this month until the end of the year, with a target of an average of 70,000 units sold annually starting next year.
By the end of the year, the target of 28,000 units will represent double the sales of the Santa Fe from last year.
Thus, the new Santa Fe, which has experienced a fall from grace after losing its position as the top mid-size SUV to the Kia Sorento over the past three years, faces significant pressure to reclaim its title.
However, if the newly unveiled Santa Fe offers consumers a sufficiently reasonable price, it has the potential to reclaim the top spot in the mid-size SUV market.
Nevertheless, the Kia Sorento remains a formidable competitor, and if Kia reveals its key specifications soon, we can expect a renewed comparison between the Santa Fe and Sorento.
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