The Sante Fe has grown in 2013, and now offers seven passenger seating, rendering the Veracruz as a model without a market. The Veracruz name plate never caught on in the US like Santa Fe did, so Hyundai will offer the new Santa Fe with either five or seven seats, to make it a versatile vehicle which can be marketed under the same name.
“It’s hard to establish a new brand name,” Krafcik said. “It can take $50 to $100 million dollars. Santa Fe is a golden nameplate for us, it’s a great product, and now it will be much more efficient in my marketing spend.”
Also helping to oust the Veracruz is the simple fact that it is old looking, where as the new Santa Fe has inherited Hyundai’s new fluid design language which has been successful on the Elantra and and Sonata.