Hyundai’s new Santa Fe faced criticism, but a recently unveiled facelift concept draws attention as a potential solution.
Revealed on the YouTube channel New York Mammoth, the design addresses consumer complaints and may foreshadow changes in the production model.
Once a pillar of the SUV market alongside the Kia Sorento, the Santa Fe’s prominence has waned. Last month’s sales show Sorento leading with 8,796 units sold, while Santa Fe followed with 6,354 units, even falling short of the Palisade.
While Kia has positioned multiple SUVs like the Sorento, Carnival, and Sportage in the upper tier, Hyundai lags in the SUV race. But the Avante sedan has become Hyundai’s best seller.
The Santa Fe has lost consumer favor due to design controversies, lack of appeal, and product competitiveness issues, leaving Hyundai to rely on less profitable sedan sales and intensifying calls for an SUV lineup overhaul.
Against this backdrop, the concept rendering emerges as a potential pathway to brand revival, significantly revising the rear design that previously drew harsh criticism.
The taillights move higher, improving visibility and safety, while horizontal graphics provide visual stability. The turn signals integrated into the lamp housing, elevating the overall design quality.
The rear glass has a steeper angle for a sleeker profile, while the roof, D-pillar, and spoiler incorporate premium design elements from the Palisade. The lower skid plate simplifies, and the removal of visible exhaust tips, along with integrated reverse lights, creates a cleaner appearance.
While this concept represents a designer’s creation, it receives praise for reflecting consumer feedback. With the auto industry’s growing focus on customer-centric design, Hyundai can’t afford to ignore this trend.
Design goes beyond aesthetics; it shapes brand identity. If Santa Fe adopts this direction for its production model, it could help overcome current struggles and regain market momentum.
It remains to be seen whether consumer reactions that suggest it should have looked like this from the start will become reality, with all eyes on Hyundai’s next move.
