Designing a car is relatively easy. You usually start with a vehicle that already exists, and then you tweak around the edges, smoothing out this bit, modernising that bit, and eventually you end up with an evolution of that original model.
That was not the approach taken by Hyundai design boss SangYup Lee when it came to penning the new fifth-generation SANTA FE. He wanted a vehicle unlike any of the models to have come before it. He wanted an SUV that would turn heads wherever it went.
In short, he was aiming for instant icon status. And that’s not easy at all.
Dozens of new models are launched every year, but very few take on the next level of design appreciation and move into the rarefied air of vehicles that redefine the class they exist in - think Audi TT, the Mini, original and reimagined, or the Hyundai IONIQ 5. The all-new Hyundai SANTA FE is one of those rare design masterpieces that transcends its competition.
Interestingly, there was no reason for such a dramatic change. The outgoing model was already a popular, family friendly SUV that had a clean and pleasing appearance. But Hyundai did not simply want evolution, the company was brave enough to risk revolution, and the result is a vehicle that has presence and gravitas either on the move or standing perfectly still.
Hyundai’s design team — under the leadership of visionary SangYup Lee — took an unashamedly unconventional approach to the design of the new SANTA FE. Starting with a clean sheet of paper they crafted a lifestyle-oriented vehicle that focused on maximising rear cargo space to accommodate active buyers with adventurous plans. The designers dubbed this the ‘Open for More’ design concept and the result is a practical yet stylish design, defined by bold, modern lines.
“What makes a car special is its ability to adapt to society’s needs even if radical changes have to be made to do so,” Mr Lee says.
“The SANTA FE is an SUV that finds a perfect balance between city life and the great outdoors, handling everything from busy family itineraries to camping adventures. With its longer wheelbase, roomy interior and terrace-like tailgate space, the new SANTA FE leans into its SUV strengths to offer more versatility than ever before as well as a premium customer experience.”
Which is why the design of the new SANTA FE is not simply for the sake of looking good, every element of the model is created with purpose. The ‘Open for More’ philosophy exists to help enhance the owner’s experience and complement their lifestyle.
In fact, the vehicle was designed from the inside out, with Mr Lee first focusing on a calming, comfortable yet capable cabin - he says he wanted a space owners could sleep in surrounded by nature - before even starting work on the exterior panels.
This approach has already been rewarded, the all-new SANTA FE earning a prestigious 2024 Red Dot Award for Product Design; one of the most respected design awards in the world.
Like a modern architectural home, at the heart of the new SANTA FE is the desire to combine outdoors and indoors for a more welcoming and versatile vehicle. This concept started with a longer wheelbase, which extended the usable room inside, in particular the third-row seating; enhancing the appeal of the SANTA FE to family buyers. By extending the wheelbase it also allowed the Hyundai design team to enlarge the tailgate opening, creating a terrace-like space that you can take wherever you go.
Having created a longer vehicle, the designers looked to reshape it, abandoning all previous styling languages and starting fresh with a new boxy shape, highlighted by an H-shaped design element that is repeated across the vehicle; inspired by a reinterpretation of Hyundai’s ‘H’ emblem. This new, more angular appearance starts at the bonnet, which is higher than previous models and, when combined with the H-shaped headlights, creates an unapologetically bold statement to the world.
Moving down the SANTA FE, the longer wheelbase allows for a bold roofline and proud fenders with sharply defined wheel arches. While at the rear, the back of the SANTA FE is a study in simplification with the H-shaped taillights connecting each end of the vehicle.
The great design isn’t limited to the exterior, with the cabin of the new SANTA FE feeling as much like a modern living space as an SUV. Once again the H-motif is used in key areas to connect the inside to the outside, while the range of high-quality and sustainable materials (such as recycled plastic and eco-friendly leatherette) lend a premium look and feel.
On top of this is the technology, seamlessly integrated into the cabin, with a huge display panel pairing with modern design touches as well as truly practical elements that families need; such as space for two smartphone charging pads and a UV-light steriliser.
Ultimately, what makes the new Hyundai SANTA FE an instant icon is its ability to bring all these elements together into one harmonious vehicle. The SANTA FE is not just a practical SUV or just a stylish SUV or just a tech-laden SUV - it’s all of these things and more. It manages to fulfil the needs of its owners on a needs level, while also giving them something they want, a desirable and aspirational vehicle that will leave an impression in the mind of anyone who sees it.
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