On the occasion of the national preview of Hyundai Santa Fe, the leaders of the Italian division of the Korean brand have focused on the ambitions of this model on the market in our country, which are quite high if we consider the segment in which it will compete. In fact, we are talking about a D-segment SUV on which Hyundai has carried out an important renovation operation. More than a renewal, the Korean car manufacturer itself speaks of an almost Revolution.
Style revolution
“We love courageous choices – began Andrea Crespi, CEO and President of Hyundai Italia – For us it would certainly have been easier to stay in line with the style of the outgoing Santa Fe, yet we decided to distort its language for a proposal that stands out from the pack. With this new model we want to relaunch the role of full hybrid SUVs in our offer on the Italian market.” The reference is to the design of the new Santa Fe, one of the three pillars of this renewal: the other two are the technologyunderstood as driving assistance and connectivity, and the comfortexalted to the max considering that the 5 and 7 seater versions are best in class in several respects.
SUV in Hyundai DNA
Crespi's reasoning is applicable to the new Santa Fe, but also to all the other SUVs in the Hyundai range. “These are the parameters we intend to use to first put Santa Fe's game plan on paper – continued the number one of Hyundai Italia – But for us SUVs are in our DNA. We have recently renewed the new Kona, soon it will be Tucson's turn, and then it will also be Bayon's turn.” On the other hand, Crespi himself reiterated how the depth of range and feeds for Hyundai models it is an element that few can boast. And the response that is reflected on the market is clear: “After a solid 2023, the market, despite waiting for these incentives that never arrive, recorded almost +6%, while we came close to +9.5%. On the private channel we are in line: +7% of the market against our +7.4%”.
The new Hyundai Santa Fe live
The strategy with Santa Fe
Returning to the D segment, the one in which the new Santa Fe will compete, Crespi added: “It is a segment that is growing in market importance, we must take this into account as well as the mix by channel and by supply. Let's talk about a market predominantly business, which relies heavily on long-term rental. And it is a segment where diesel reigns supreme, to date alternative fuel systems have not yet caught on.” Yet, Hyundai has decided to launch its new SUV on the Italian market in Full Hybrid power only (at least initially, waiting to understand if there will also be space for a Plug-In Hybrid version): “In Italy our new Santa Fe will only be Full Hybrid because we are convinced that it is one key technology in the transition from internal combustion engines to total electrification. We must look to the future, and we cannot always and only look to the past. As for the electric, Italian customers aren't ready yet, while the plug-in hybrid doesn't convince me so much. We know that launching the new Santa Fe only in the Full Hybrid version is a challenge, but we think it is there better choice to make, aware that the market is taking on a different shape”.
Location factors in Italy
As for the positioning of the new model on the Italian market, they were predominantly Two factors guided Hyundai's strategy. And Pierpaolo Greco, Marketing & Communication Director of Hyundai Italia, told them: “We were among the first to invent the concept of the SUV, and with Santa Fe we were precursors of this segment. The positioning factors on the Italian market are the definition of an interesting price offer for private individuals and business customers, and the desire to communicate emotion in the use of this car. We want the end user to experience his car as he prefers”. Finally, announce the timing launch of the model: the release of the complete price list to the public is expected in May, the arrival of the first cars in showrooms in July, the definitive marketing launch in September.
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