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on august 30, beijing hyundai's new flagship suv, the fifth-generation santa fe, was officially launched at the 2024 chengdu auto show. the new car is positioned as an "outdoor light medium-to-large suv" and has launched a total of 5 models, with a new car replacement price starting at 185,800 yuan. its unique and eye-catching "square box" shape not only leads the design trend, but also reaches new heights in space and practicality.

twenty years ago, car designs were all streamlined; ten years ago, car designs were all diamond-cut. regardless, we have to admit that cars of every era have "commonalities." today, the "commonality" is "square box."

what does the “square box” represent? i think it should be “perseverance and toughness”. i don’t know if it’s because the environment is too “cool”, but everyone wants to use this method to release the “unruly” and “tough” in their hearts.

the fifth-generation santa fe of beijing hyundai was born in such an environment, but it has its own ideas, recognizes "commonality", but is never willing to be "assimilated". just like chess pieces, it does not follow the crowd or go with the flow.

beijing hyundai believes that under the guidance of market demand, automobile products in each era have similar r&d logic, but each car should also have its own unique role and goal. therefore, the fifth-generation santa fe has become the only "outdoor light field medium and large suv" in its class.

square box, dream car for many people

the box-shaped off-road vehicle is the dream car of many men, representing a high threshold of consumption upgrade, and users expect a unique experience. land rover, prado and other models, as the top of the "box" category, are not easily available. and because of their niche positioning, they give people the impression of being big and rough, which is far from daily household use.

the fifth-generation santa fe does not create a "completely hard" image like other brands, but perfectly integrates "city" and "outdoor" through unique elements. on the one hand, different from the previous suv design style that tends to be urban, the fifth-generation santa fe adopts a hard-style styling style, with a simple, angular and tough exterior design that hits the hearts of today's "square box" players.

on the other hand, adhering to the "open for more" design concept, the fifth-generation santa fe has more travel, outdoor and adventure elements. it firmly expresses its attitude in the city, and provides users with an urban quality experience outdoors.

as a car with more than 20 years of heritage and 5 iterations, santa fe has sold more than 5.7 million units worldwide since its birth. the fifth-generation santa fe's new "square box" shape has "retro elements", paying tribute to modern classic models and also a loving tribute to feelings.

a useless square box? it’s time to bring out the luxury

if the fifth-generation santa fe is a "parity" replacement for luxury box cars such as land rover and prado, then for independent box cars such as jetour traveler, the fifth-generation santa fe will undoubtedly become a "super replacement".

when square box cars are popular, many brands are rushing into the market, but there are not many good cars that can take into account appearance, comfort, performance and safety. the fifth-generation santa fe not only adopts the most popular "square box" design in appearance, but also has hard-core strength in comfort and performance. it can switch between the dual-use scenarios of urban daily travel and outdoor play, and is the best "travel partner" for users.

for users, the fifth-generation santa fe is like a mobile five-star hotel, providing a comfortable and private environment for rest during long-distance travel or for family gatherings, so that every passenger can enjoy a vacation-like experience. the trunk storage space is particularly friendly to outdoor travel, and you can easily put cycling, camping and other equipment in it without squeezing your equipment, and there is more than enough space for the front row.

whether you are camping or traveling by car, the fifth-generation santa fe is equipped with a 2.0t+8at high-efficiency powertrain, an electronic four-wheel drive system (awd) and a multi-terrain management system. the vehicle frame uses 75% high-strength steel, has the highest 10 airbags in its class, and 30 adas intelligent driving assistance systems, making it adaptable to any road conditions. the hidden outdoor climbing handrails make it easier to take and put equipment, and you can climb anywhere, and you can also lock it with a key as needed to ensure safety.

the "square box" in the chinese auto market is in the ascendant. if you want to survive in this battle, slogans and gimmicks are obviously not reliable. only real hard-core technology and strength are the foundation. as a global leading auto group, hyundai motor has a deep accumulation of technology in core areas. the fifth-generation santa fe is "hard" in technology and "warm" in details. in the fifth-generation santa fe, we can see the value and significance of the "square box" in the new era.