Hyundai Struggles with Santa Fe Sales in South Korea: Design Changes Blamed
The all-new Hyundai Santa Fe, which launched in South Korea in August 2023, has experienced volatile sales figures, contrasting sharply with its compatriot rival, the Kia Sorento.
Since its mid-life upgrade, the Kia Sorento has consistently topped the market and been the best-selling model for eight consecutive months, even doubling the Santa Fe’s sales in certain months.
Hyundai introduced a fuel-efficient hybrid version of the Santa Fe in October 2023, which led to some improvement in sales, but the numbers remain unstable.
According to TheKoreanCarBlog, the rapid and controversial design changes are believed to have caused the new-generation Hyundai Santa Fe to lose a significant portion of its potential customers.
To regain momentum, Hyundai should consider an urgent redesign of the Santa Fe. The company has other popular models like the Palisade and Grandeur, and could also take inspiration from the innovative design of the Kia EV9.
As an immediate measure, Hyundai could introduce a pre-facelift version of the Santa Fe, removing the controversial design elements, to help this mid-size SUV reclaim its former glory.
TH (Tuoitrethudo)
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