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Let me start out with a moment of complete candor. There was a time, not all that long ago, when I’d avoid any assignment involving products bearing the Hyundai badge. And among automotive journalists, I wasn’t alone. The best you could say, if you were searching for compliments, was that the brand’s products were “cheap and cheerful.” When friends asked, I’d often recommend they look at a certified used car, instead.
That began to change when the first-generation Hyundai Santa Fe showed up in my driveway. Reluctantly, I took it for a drive, and after a couple hours behind the wheel, I walked away with a big smile on my face. Later in the day, when a colleague asked what I thought, I replied, “Pretty good product.” What I notably didn’t need was the modifier, “for a Hyundai.”
Recently, a second generation
of that game-changing crossover came to market, and it shows the continuing,
rapid evolution of the Hyundai brand – a transformation underscored by the
steady move to larger, more lavish and expensive products, including the Korean
carmaker’s newest crossover, the
Picking up on the Southwest
naming strategy Hyundai has adopted for its truck-like offerings, the
The most stripped-down version