Hyundai’s New Santa Fe: A Bold Design Departure
Hyundai has recently unveiled the new Santa Fe, a seven-seat SUV that represents a radical departure from its predecessors and other models in the Hyundai lineup. SangYup Lee, the design head of Hyundai and Genesis, guides us around the exterior of this stunning vehicle.
A Rugged Stance
The new Santa Fe boasts a less rounded and more rugged stance compared to Hyundai’s previous 4x4s and SUVs. According to Lee, this design direction was a risk that paid off, as it aligns with the appearance of modern SUVs like the Land Rover Defender and Ford Bronco.
Taking a Risk
Lee emphasizes the importance of this design change, stating that the Santa Fe is one of Hyundai’s biggest models and cannot afford to fail. The decision to depart from the previous design was made four-and-a-half years ago, based on big data information that forecasted the mainstream popularity of an “outdoors” culture. The new Santa Fe aims to cater to both urban and outdoor lifestyles.
Proportional Balance and Aerodynamics
Lee explains that achieving proportional balance is crucial for a box-style SUV like the Santa Fe. The vehicle features a simple body surface with a lot of volume, supported by up to 21-inch wheels, which is uncommon in this segment. However, aerodynamics posed a challenge for the design team. Lee states that boxy cars are often considered “aero disasters” by aero engineers. To address this, the Santa Fe incorporates various aerodynamic features such as an active aero shutter on the front and a vertical air curtain. The round wheel openings also contribute to improved aerodynamics.
Form Following Function
The design philosophy behind the new Santa Fe is “form following function.” Lee explains that the design emphasizes what an SUV can do. The vehicle appears big in pictures due to its pulled-out corners and slab-sized tailgate surface. Lee compares it to the Ioniq 5, which looks solid and tight despite having a three-meter wheelbase. The Santa Fe’s design elements create a sense of size and presence, emphasizing its status as a robust SUV.
Thoughtful Interior Design
Lee describes the interior design of the Santa Fe as “caring.” The instrument panel is curved to ensure easy reachability while keeping the driver’s eyes on the road. The vehicle retains hard keys for essential functions like HVAC control, as Lee believes that until autonomous driving reaches level four or five, it is crucial for drivers to have easy access to controls without relying solely on touchscreens. The rear door features a sunken grab handle and a step inside for easy access to the roof rack.
Family-Focused Features
The Santa Fe’s design also caters to families. Each seat in the vehicle has two full-sized cupholders and a USB port. The boot opening is wide, emphasizing the cargo area as a lifestyle space rather than just for cargo-carrying. Lee highlights that the width of the tailgate defines the space, making it one of the widest tailgates in its segment.
A Challenger Brand
Hyundai’s design strategy is based on being customer-centric rather than following a cookie-cutter family-look approach. Lee explains that Hyundai aims to cater to diverse customer lifestyles, from Gen Z individuals to families. The brand’s “chess-design” strategy focuses on creating distinct and functional designs that work together as a team. The new Santa Fe exemplifies this approach as a family-oriented SUV with its own unique design language.
In conclusion, the new Hyundai Santa Fe represents a bold departure from previous models, showcasing a rugged stance and innovative design features. With its focus on proportional balance, aerodynamics, and customer-centric design, the Santa Fe stands out in the crowded SUV market. Hyundai’s willingness to take risks and challenge mainstream design trends sets the brand apart as a true innovator. The Santa Fe is a testament to Hyundai’s commitment to delivering exceptional vehicles that cater to diverse customer needs and preferences.