Challenged by Nissan and Toyota, Hyundai Pumps Up the Crossover Value

Steph Willems
by Steph Willems

People don’t talk about crossovers in the same hushed and awed tones reserved for snarling muscle cars and sultry exotics, but mainstream automakers couldn’t care less. As long as their respective family haulers continue to sell like generators during a blackout, automakers are happy letting crossovers quietly fill the driveways of suburban America (while generating massive revenue).

However, nothing’s ever static in the industry, and crossover competition has never been more fierce. Recently, Nissan and Toyota issued a mid-year sales pitch to buyers, ramping up content and slashing prices on the Rogue and RAV4 to squeeze a few more sales from the low end of their respective lineups.

Naturally, Hyundai would be foolish not to fight back.

Sales of the brand’s passenger cars slipped severely in May and, after watching its overall sales stagnate over the past year, Hyundai needs a plan until new product can arrive. The subcompact Kona crossover won’t arrive on U.S. shores until early 2018.

With no pickup truck in sight, that leaves its existing crossover lineup to do the heavy lifting. Following Nissan and Toyota’s lead, Hyundai has decided to make its Santa Fe and Santa Fe Sport more attractive to the value buyer.

Enter the Value Package.

Offered on 2018 models, the Value Package adds a new, second-from-bottom rung to the Santa Fe and Santa Fe Sport lineup. In the smaller of the two models, the package adds $1,900 to the base MSRP (which rises $600 for 2018), for an after-delivery price of $27,800 in front-wheel-drive guise. Adding all-wheel drive bumps up the price to $29,350. (Santa Fe pricing won’t be available until early summer).

For the extra cash, buyers add a host of features to their base crossover. Nothing changes with the powertrain. However, buyers will see the addition of dual heated power side windows with turn signal indicators, power windows with front auto up/down, proximity key with pushbutton start, fog lights, roof rails, LED daytime running lights, seven-inch display screen with Android Auto, Apple CarPlay, and SiriusXM, heated front seats with adjustable lumbar support, and dual automatic temperature control with Clear Air ionizer. Hyundai’s Blue Link Connected Car system rounds out the list of features.

On Blue Link-equipped vehicles, the automaker has made its Connected Care, Remote and Guidance packages free for three years. Free downloads will be available to keep the navigation system up to date.

Hyundai refreshed its two largest crossovers for 2017, making this latest tweak an attempt to sweeten the pot in the face of growing competition. The 2018 Santa Fe Sport should be available imminently, with its larger brother arriving on lots in early summer.

[Image: Hyundai]

Steph Willems
Steph Willems

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  • Sector 5 Sector 5 on Jun 04, 2017

    It's for online shopping eh? Folks drop down those menu bars and see all those standard accessories in for the price. When they get in the dealership and hammer out a contract it'll be a completely different price. Nothing new here or exclusive to Hyundai.

  • Raevoxx Raevoxx on Jun 04, 2017

    Following in the footsteps of the Elantra Value Edition, which is a great trim package. https://www.hyundaiusa.com/elantra/index.aspx?year=2017&model=elantra&trim=value&extcolor=electric-blue&intcolor=black Especially enjoy the greyed out wheels.

    • ShoogyBee ShoogyBee on Jun 05, 2017

      That package has a lot of stuff for the money. I'd especially appreciate the power driver's seat, heated front seats, heated side mirrors, and leather-wrapped steering wheel. It's nice to get this stuff without having to splurge for the Limited, which also comes with (undesirable to me) larger wheels and low-profile tires. One nice thing about all the Elantras (not sure about the Sport) is that they come with a height-adjustable front *passenger* seat, which is almost unheard of in this class. I don't own an Elantra, but my mother drives a 2010 Elantra GLS that she's been happy with. If I were in the market for a compact sedan, I'd definitely check out the Elantra VE. Hopefully it drives as well as it looks.

  • Lou_BC Question of the day: Anyone actually care to own an old TVR?
  • Bd2 First, this was totally predictable. 2nd, Genesis already does have hybrids in the form of a 48V mild hybrid, but more performance oriented (supercharged and turbocharged), so not really helping with regard to fuel consumption. 3rd, Hyundai's hybrid systems don't really help as there currently isn't one that would be suitable power-wise and the upcoming 2.5T hybrid system would have to be heavily reworked to accommodate a RWD/longitudinal layout. 4th, it seems that Genesis is opting to go the EREV route with the GV70 the first get the new powertrain.
  • Bd2 Jaguar's problem was chasing the Germans into the mid size and then entry-level/compact segments for volume, and cheapening their interiors while at it.
  • 3-On-The-Tree Aja8888 I expected that issue with my F150 starting at 52,000mi. luckily I had an extended warranty and it saved me almost $8,000. No more Fords for me, only Toyota.
  • Lou_BC I saw a news article on this got a different read on it. Ford wants to increase production of HD trucks AND develop hybrid and EV variants of the SuperDuty. They aren't scaling back EV production. Just building more HD's and EV variants of HD's .
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