Hyundai has launched the new generation Santa Fe that is high on looks. It also promises to be a much better product overall, but can it really justify its hefty price tag?
Dabang. It's not a term one associates with cars, especially those that cost close to Rs 30 lakh. But, not 'being Dabang' enough, is what costs the previous generation Santa Fe 'sales box-office' success, says Hyundai. Apparently, the true clientele for the Santa Fe - the politicos and the builder lobby - would only settle for something brash; something in your face; something that people would fear more than appreciate. Stuff like features, driveability, safety and even fuel economy is a distant second to this lot.
So, what Hyundai did when it was time to upgrade the Santa Fe? It got an upmarket looking, feature rich, good on driveability and high on safety new version; and completely forgot about 'being Dabang' all over again! Now being Dabang in automotive terms means to have an SUV- that's big, brash and intimidating. A mean machine that has the road presence of a bouncer, who spends his day in the gym and his night outside a night club in dark clothes. In simple terms an SUV that must look a bit sinister.
