Became a hot topic overseas
Hyundai Motor Company’s Santa Fe convertible
Is there a fantastic story behind it?
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Hyundai’s midsize SUV, the Santa Fe, continues to enjoy popularity abroad, mainly boosting the profile of South Korean vehicles with robust sales in the US and Australian markets. The success of models that perform well domestically and thrive internationally is a promising indicator for Hyundai and the broader South Korean automotive industry.
However, recent online photos have sparked a surprise. These images reveal a convertible version of Hyundai’s Santa Fe. How did this come about? Let’s explore this intriguing development together.
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Model Produced by Hyundai Australia for Advertising Purposes
As mentioned above, this vehicle was manufactured directly by Hyundai. Hyundai Australia did not make it to film advertisements. This fourth-generation model was produced and filmed in September 2018, shortly after its release.
The roof, B-pillar, C-pillar, D-pillar, and glass were removed from the Santa Fe, and the tailgate appears to have been modified to open downward or not at all. The part that stores the roof is not visible, and the manual attachment/detachment device is not particularly visible, so it appears to remain open at all times. The quality is relatively high, perhaps because Hyundai made it themselves.
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SUV convertible sacrificing the advantages of SUV
The number is bound to be small
You might think that an SUV-based convertible will be a huge hit when launched, but that is not the case at all. Practicality is important for SUVs, but the trunk space becomes very narrow since space is needed to store the roof. It will be easier to understand if you look at the trunk of the mini convertible that is currently on sale.
A convertible is a model that maximizes the fun of driving. Still, since an SUV convertible has lower driving performance than a coupe-based convertible, there is no need to make one. Therefore, a few types of SUV convertibles have been launched, and even if they are launched, they will be entirely manually removed for activities like the Jeep Wrangler or Ford Bronco.
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Previously, Starex was modified
Advertisement by Hyundai Australia
Hyundai Australia has previously used unique advertising. The most representative advertisement is Starex N Drift. It shows the Starex, sold before Staria, modified into an N model and drifting on a track.
Major consumers have taken note of the shift towards a minivan-based high-performance model. Although it was an unconventional advertising approach, it provided an opportunity to enhance the visibility and recognition of Hyundai’s high-performance N brand. What are your thoughts on Hyundai Australia’s dynamic marketing efforts?
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