During July, several Hyundai dealerships in northern Vietnam offered significant discounts on the 2024 Santa Fe Exclusive, bringing its price down to 855 million VND. This is considerably less than the listed price of 1.069 billion VND when the vehicle launched in 9/2024. Dealership staff explained that these are the last 2024 Santa Fe models in stock, available only in white, and are being discounted to clear inventory. The 2025 Santa Fe models have their registration fees fully waived.

Hyundai Santa Fe during the Car Awards 2024. Photo: Minh Quan

Hyundai Santa Fe during the Car Awards 2024. Photo: Minh Quan

Previously, in mid-May, the Santa Fe also saw substantial price reductions, primarily on higher trims. Some Hyundai dealerships offered the base Exclusive trim for 970 million VND (a 100 million VND discount), the mid-range Prestige for 1.07-1.1 billion VND (a 165-195 million VND discount), and the top trim for 1.175-1.2 billion VND (a 165-190 million VND discount). The discounted Santa Fe models were all 2024 models, and the discount amount varied based on the number of vehicles and each dealership's policy.

With this latest round of discounts, the starting price of the D-segment SUV Santa Fe is almost on par with higher or mid-tier C-segment SUVs, such as the Mazda CX-5 Premium Sport, Ford Territory Titanium (both 849 million VND), Hyundai Tucson Special Gasoline (859 million VND), and Kia Sportage 2.0G Signature X-Line (899 million VND). Even some B/B+ segment SUVs have comparable prices, like the Honda HR-V e:HEV RS (869 million VND) and Toyota Corolla Cross 1.8V (860 million VND).

These steep discounts contrast sharply with the situation when the new Santa Fe launched. Due to limited supply, customers had to pay premiums of 20-70 million VND or purchase additional accessories to receive their vehicles quickly.

Compared to the previous generation, the design of the new Santa Fe has been completely overhauled, featuring more angular, rugged, and distinctive lines. The 5th generation Santa Fe has been compared to the luxury Land Rover Defender due to several similarities in both exterior and interior styling.

In the first 5 months of 2025, Santa Fe ranked second in its segment with 1,136 units sold, competing directly with the Toyota Fortuner (1,111 units) and Mazda CX-8 (1,019 units). The Ford Everest remained the segment leader, with a significant lead over its competitors, delivering 4,012 vehicles to customers.

Ho Tan