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although the hyundai brand is still doing well in the international market, beijing hyundai is still in a trough in the domestic market, but it is still unwilling to give up this market.

at the chengdu auto show which opened on august 30, beijing hyundai's all-new santa fe was officially launched. the new car has a total of 5 models with a price range of 195,800 to 268,800 yuan. as a new generation product, the new car has been upgraded to a certain extent in terms of appearance, interior and power, but it is still difficult for it to gain a foothold in the same level market.

first of all, from the appearance point of view, the new car adopts the popular square box shape, and the front face adopts a relatively square front air intake grille and front headlight group, which is quite recognizable. it is worth noting that the new car is also equipped with an active air intake grille, which can help reduce wind resistance and quickly warm up the car, reducing energy consumption.

from the side, the overall lines of the new car are relatively straight, and the sharp and slightly raised front and rear wheel eyebrows add a sense of muscle to the new car. the length, width and height of the car are 4830/1900/1780mm respectively, and the wheelbase is 2815mm. the shape of the rear of the car is also straight and square, and the taillights still use h-shaped light sources to echo the headlights, but the shape of the rear is a bit dull.

in terms of interior, the new car adopts a dual 12.3-inch screen design, which is very similar to the design of the new sonata, and it is also equipped with a hud head-up display, creating a good sense of technology. however, a large number of physical buttons are retained below the large screen for easy daily operation. at the same time, the new car will provide 5/6/7 seat layout options.

in terms of power, the new santa fe is equipped with a 2.0t engine with a maximum power of 247 horsepower and a peak torque of 353 nm, and the transmission system is matched with an 8-speed manual transmission. as new energy vehicles gradually occupy the mainstream of the market, the new santa fe only provides traditional fuel versions, which is bound to make it lose a lot of users.

judging from the current market environment, the new santa fe is still facing considerable market pressure. among the same-class models, toyota highlander, ford edge and buick envision have attracted more attention than the new santa fe. it is worth noting that even a strong car like toyota highlander is still having a hard time now, and even though the new santa fe has improved in appearance, interior and power, its advantages are still not obvious. from this point of view, it is still not easy for the new santa fe to achieve hot sales.

in addition, although the new santa fe also adopts a "square box" shape, its overly personalized appearance design cannot meet the aesthetic needs of most consumers. at the same time, the new santa fe's shortcomings in smart technology will also make it lose the favor of many young family users.

in addition, beijing hyundai can only rely on "low-end" products such as elantra in the domestic market to maintain sales through cost-effectiveness. with the gradual decline in brand power and market acceptance, it is obviously unrealistic for beijing hyundai to achieve a breakthrough in the price range of around 200,000 yuan.

final thoughts

nowadays, the domestic automobile market has become more and more inward-looking. under the impact of the new energy wave, the previously strong joint venture brands have encountered considerable pressure. as a second-tier joint venture brand, beijing hyundai is in a downward trend and cannot extricate itself. although the new santa fe has achieved certain upgrades, its lower competitiveness in the same class has made it difficult for it to enter the consumer's choice range, which has also cast a shadow on its future market performance.

(this article is originally produced by wenwu chedao new media studio. please indicate the source when reprinting: wenwu chedao. the author of this article is hefeng. this is a personal opinion and is for reference only.)