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Hyundai’s Hopes For U.s. Sales Rebound Ride On Revamped, Alabama-built Santa Fe

| September 8, 2018 @ 5:00 am

By John Lippert and Sohee KimBloomberg

Frank Maione breathed a sigh of relief this month when Hyundai Motor Co. started delivering the Alabama-built, redesigned Santa Fe crossover utility vehicle to his Nevada showroom.

A streak of annual Hyundai U.S. sales gains that began in the depths of the 2009 recession came to an abrupt end last year. Deliveries slumped to the lowest in six years, as American consumers raced into sport utility vehicles and snubbed sedans, hurting the South Korean company more than any other major automaker. Sales have kept slipping this year, in no small part due to the dearth of competitive crossover models to choose from.

“The car business is a roller coaster,” said Maione, owner of the Henderson Hyundai Superstore in suburban Las Vegas. “We were riding high for a long time. We’re at the bottom now and on our way back.”Santa Fe is the third fresh SUV Hyundai is rolling out to the U.S. market this year, following the all-new compact Kona and the redesigned Tucson. The company will round out those offerings with a battery-powered version of the Kona that boasts more range than the base Tesla Model 3 or Chevrolet Bolt.

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