Hyundai Santa Fe upgrade: Low price, high pressure

The upgraded Hyundai Santa Fe is shifting its competitive focus to “ownership value” instead of shortage. There was a time when customers had to pay an additional 50-200 million VND to receive the car early, but now Santa Fe is offering a registration fee discount of 50% to 100% and a maximum cash promotion of 125 million VND in the first month of the fourth quarter, bringing the actual price to about 944 million-1.24 billion VND (depending on version and region).

The market situation has changed: supply and demand are stable, competition is increasing, especially in the D-size SUV group. Santa Fe no longer has the advantage of "no cars to sell", forcing it to use deep incentives to increase its appeal.

From “beer with peanuts” to the race for incentives

In the 2022-2023 period, Santa Fe was the center of shortage, with a common price difference of 50-100 million VND and sometimes up to 200 million VND. When the upgraded version was launched, its appeal gradually decreased, users no longer accepted to pay more to "win a slot". The distributor switched to preferential registration fees (from 50% to 100% in a year) and is now adding a maximum cash promotion of 125 million VND.

The general picture is similar for competitors: Ford Everest once recorded a difference of more than 150 million VND when it was newly upgraded (2022-2023). Currently, the car is no longer in short supply and often has gifts, from 10-34 million VND converted (2-year physical insurance, dash cam or 3M heat-insulating film; depending on the version), while the listed price is at 1.106-1.545 billion VND.

In the group of hobby cars, Suzuki Jimny was once "sold out" due to the limited quantity imported from Japan, at times incurring additional costs. Currently, the car is often reduced by 100% of the registration fee and given a 3.5-year maintenance package, with a total incentive of about 95 million VND. However, the number of cars at the dealer is not much; the 2-tone version may have to wait 1-2 weeks. The program applies to cars manufactured in 2024.

Identification and position of D-size SUV

Santa Fe is positioned in the D-segment SUV segment. When supply and demand stabilize, the difference will lie in total cost of ownership, vehicle availability and after-sale value. The complete shift to direct incentives (registration fee, cash) helps buyers see the benefits clearly instead of "added costs".

User experience: from numbering to instant delivery

The biggest plus point of Santa Fe right now is faster accessibility: no more waiting in line or paying extra for priority delivery. With the wide range of incentives, users can calculate the rolling cost more transparently, especially at the beginning of the fourth quarter.

Performance and driving feel: source data not stated

The data source does not currently provide technical specifications (power, torque, fuel/electric consumption) nor detailed driving experience of the upgraded Santa Fe, so the article focuses on the ownership value aspect and market context.

Safety and technology: practical benefits go hand in hand

Instead of upgrading the equipment package, the incentives now focus on the initial cost and service usage: Santa Fe is supported with registration fees (from 50% to 100% per year, depending on the period), while Everest offers 2-year physical insurance, a dash cam or 3M heat-insulating film (worth 10-34 million VND). Jimny offers 3.5-year maintenance and 100% registration fee for 2024 models. For buyers, these are direct and useful deductions right after use.

Price and positioning: Santa Fe under pressure from competitors

Santa Fe has an actual price of 944 million - 1.24 billion VND after a maximum cash incentive of 125 million VND. However, the D-size SUV segment is currently dense with competitors that keep the heat well, typically Everest. The problem for Santa Fe is to maintain its appeal not only by price, but also by vehicle availability, warranty - maintenance and future transfer value.

Car model	Current Offers	Price/price after discount	Note
Hyundai Santa Fe (facelift)	Registration fee 50%–100% (during the year); cash promotion up to 125 million VND (first month of the fourth quarter)	About 944 million–1.24 billion VND	D-size SUV segment
Ford Everest	Free 2 years of physical insurance, dash cam or 3M film	Gift value 10-34 million VND; listed price 1.106-1.545 billion VND	Depending on version
Suzuki Jimny	100% reduction in registration fee + 3.5 years maintenance	Total incentives about 95 million VND	Applicable to vehicles manufactured in 2024; 2 tone can wait 1–2 weeks

Conclusion: the problem of ownership value

With the upgraded Santa Fe, big and transparent incentives help buyers enjoy real benefits, instead of the previous external price difference. However, the deep discount also reflects the increasingly fierce competitive pressure in the D-size SUV.

Advantage

Strong direct incentives (registration fee 50%–100%, cash up to 125 million VND).
Reduced stock shortages; more transparent car buying experience.
The actual price of 944 million–1.24 billion VND makes it more accessible.

Limit

Overall appeal is down compared to the shortage period; “difficult situation” still exists in the segment.
Fierce competition from rivals keeps the heat up, like the Ford Everest.
The data source does not provide technical/operational details for buyers to make in-depth comparisons.

Overall, the updated Santa Fe is on the right track in terms of ownership value. Users should work directly with the dealer to confirm the version, specific incentives by region and when to take delivery of the car.

Source: https://baonghean.vn/hyundai-santa-fe-ban-nang-cap-gia-mem-ap-luc-lon-10309260.html