The Hyundai Tucson Facelift: A New Challenger Emerges

The upcoming Hyundai Tucson facelift has been making headlines, with spy shots of the updated model surfacing online. According to reports, the mid-life refresh will be unveiled in October, bringing some subtle changes to the popular SUV.

The introduction of the refreshed Tucson is expected to spice up the SUV segment, which has been lacking new entrants for some time. However, the “former king” of the segment may face tougher competition as the landscape has evolved since its heyday.

Subtle Refinement

As a mid-cycle update, the new Tucson doesn’t stray too far from its predecessor aesthetically. The most noticeable changes are up front, with revised styling around the bumper and a more prominent grille. The daytime running lights and grille have been enlarged, adding a bolder look to the SUV’s facade.

Step inside, and you’ll find a more significant update. The Tucson now borrows design cues from its bigger sibling, the Santa Fe 2024. The dashboard boasts a sleek, curved display that seamlessly integrates the digital instrument cluster. The center console has been refreshed with rotary knobs for climate control and a new wireless charging pad.

The Hyundai Tucson facelift is almost here. Source: FBNV.

While official details about the powertrain and pricing are yet to be announced, dealer sources suggest that the Tucson facelift will retain the three existing engine options: a 2.0L gasoline, a 2.0L diesel, and a 1.6L turbocharged gasoline engine.

Despite the lack of significant upgrades, the new Tucson is expected to command a higher price tag. Rumors indicate that the top-of-the-line trim could reach the billion-dong mark, rivaling the starting price of many midsize SUVs.

If true, the Tucson will face an uphill battle against its competitors in the segment. Even at its current price range of 769-919 million dong, the Hyundai Tucson has struggled to match the sales figures of its rivals.

Competitive Landscape

The Hyundai Tucson used to be a dominant force in the SUV segment, even commanding a premium during its peak in mid-2022. However, as the market cooled down, the Tucson’s sales took a significant hit, with rivals like the Mazda CX-5 and the Ford Territory taking the lead.

In 2022, the Mazda CX-5 reigned supreme, selling 12,700 units. The Hyundai Tucson managed to secure a spot in the top 3, with 8,438 units sold.

Fast forward to 2023, and the Mazda CX-5 continued its strong performance, selling 16,803 units despite the market downturn. The Ford Territory, in its first full year, sold an impressive 8,096 units. Meanwhile, the Hyundai Tucson’s sales dipped by nearly 27%, with only 6,164 units sold.

The Mazda CX-5 continues to dominate the compact SUV segment. Source: Vinh Phuc.

As of the first eight months of 2024, the Mazda CX-5 remains the segment leader, with 9,510 units sold, followed by the Ford Territory at 4,262 units. The Hyundai Tucson’s sales have further declined to 3,042 units.

The Tucson’s sales performance can be attributed to its pricing and limited trim options. While it’s not the most expensive offering in the segment, like the Honda CR-V, it falls short in terms of variety. The current Tucson is only available in four trims, which may not cater to the diverse preferences of today’s SUV buyers.

Adding to the competition are electric SUVs, such as the VinFast VF 7. With government incentives that halve the registration fee for electric vehicles, the VF 7 could further eat into the Tucson’s market share.

Despite its challenges, the upcoming Tucson facelift is still highly anticipated. It’s been three years since the current-generation model was introduced, and a refresh is long overdue. With the government’s 50% discount on registration fees for new cars, including the Tucson, buyers can expect a more affordable price at launch.

The updated Tucson will undoubtedly bring new energy to the compact SUV segment, providing consumers with an alternative to the CX-5 and Territory. However, its success will hinge on its pricing strategy, which could make or break its performance in this highly competitive market.

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