A clash of titans. The dragon and the tiger are engaged in a fierce battle. Hyundai’s Santa Fe, the flagship model of the domestic SUV market, and Kia’s Sorento are both launching their new models. By July this year, Sorento sales stood at 42,236 units, while Santa Fe managed only 18,636 units, with Sorento significantly outpacing Santa Fe.
Hyundai will aim to recover sales lost to Sorento, while Kia will be eager to continue the sales momentum of the nation’s top-selling SUV, the Sorento.
The Santa Fe has made a remarkable transformation. After its debut in 2000, it emphasized a city SUV image, but with its fifth generation, it has transformed into an outdoor off-road SUV. The raised hood, large tailgate, wheel arches, shorter front overhang, and 21-inch tires promote the rugged masculinity characteristic of off-road SUVs.
Despite being a robust off-road SUV, the convenience features have been maximized. As a first in its class, it is equipped with reclining power seats in the second row, enhancing the comfort for those traveling long distances. Additionally, the multi-console box, which can be opened from both the front and second row, allows occupants to easily store and retrieve items from their seating position. Furthermore, the e-Hi-pass based on smartphone payment systems has been implemented, making it unnecessary to carry a wallet in various payment situations.
In response, the Sorento is also launching its new model. The new Sorento is a facelifted version of the fourth generation launched in 2020, and since its launch, it has recorded an average annual sales of 60,000 units, maintaining the title of the best-selling domestic mid-size SUV for three consecutive years.
The new Sorento is built on the brand image of ‘Opposite United: a creative fusion of contrasts’ and establishes a sophisticated design based on boldness harmonized with nature. The patterned grille and signature star map light daytime running lights are elegantly arranged to convey the impression of next-gen mobility. The hood, emphasizing volume, makes the vehicle appear larger.
The interior design reflects an ‘unbounded continuity.’ The curved display, which connects a 12.3-inch cluster and infotainment system into one, presents various information. The fingerprint authentication system applied to the center console can be used for payments and valet mode deactivation.
While the Santa Fe offers two powertrain options, a 2.5L gasoline turbo and a 1.6L hybrid, the Sorento expands consumer choice with the inclusion of a diesel engine.
All eyes are on consumer preferences, and the market is eagerly watching to see which model will prevail.
Lee Sang-jin daedusj@autodiary.kr