By Shereen Shabnam
In an industry driven by innovation and bold reinvention, Taewook Choi, the creative force behind Hyundai’s latest design evolution, has once again raised the bar with the all-new Santa Fe. As the exterior designer of one of the brand’s most iconic SUVs, Choi blends rugged authenticity with refined sophistication, delivering a vehicle that speaks to both adventurers and urbanites alike. In a rare conversation during a recent visit to Korea, I spoke with Choi to uncover the story behind the dramatic transformation of the Santa Fe, a vehicle reimagined for a post-pandemic world.
For Taewook Choi, designing a new SUV isn’t just about aesthetics but about rethinking space, purpose, and how people live. With the all-new Hyundai Santa Fe, Choi and his team embarked on a journey that challenged convention, pushed design boundaries, and produced one of the boldest iterations of the model to date.
“COVID-19 changed everything,” Choi reflects. “It wasn’t just a backdrop to our work—it became central to how we approached this car.” Unlike traditional design cycles that begin with the vehicle’s exterior styling, the Santa Fe project started from the inside out. What Choi calls the “alpha space”, a concept prioritizing cabin usability and passenger experience that drove the initial blueprint.
With a 50 mm longer wheelbase and a 25 mm increase in rear overhang, the SUV’s interior became a sanctuary for families, adventurers, and commuters alike. Despite its larger form, the new Santa Fe achieves a lower drag coefficient of just 0.29, a significant improvement over its predecessor’s 0.33. “We wanted something that could blend into nature and the city,” he explains. “A vehicle that feels equally confident scaling mountain paths or navigating metropolitan avenues.”
“We didn’t start with the exterior. We started with the experience inside. The Santa Fe had to feel equally at home in nature and the city. Every line was drawn with purpose, balancing bold aesthetics with aerodynamic performance.”
— Taewook Choi, Exterior Designer of the Hyundai Santa Fe
Designing an SUV that merges visual impact with aerodynamic efficiency is no small feat. Choi admits that early on, technical and creative constraints made progress feel impossible. But through relentless collaboration with engineers, a new silhouette emerged, defined by a stretched profile, high hood, and a cabin that radiates strength and protection. “It’s closer to the original spirit of an SUV,” he says proudly. “One that doesn’t shy away from its off-road roots.”
One of the more unexpected stories behind the Santa Fe’s redesign centers on a feature that began as an internal joke: the now-signature C-pillar handle. Initially pitched in jest, the idea quickly gained traction for its practicality and uniqueness. Designed to help users access the roof for activities like picnics or camping, the handle became a symbol of the SUV’s adventurous spirit.
“We spent hours perfecting the grip, the shape, and the strength as it can support up to 200 kilograms,” Choi reveals. “What started as a playful idea became a defining feature. That’s the beauty of innovation.”
The emphasis on outdoor lifestyle shaped many aspects of the new Santa Fe. During the design process, words like “terrace” and “picnic” appeared repeatedly in brainstorming sessions. From the massive tailgate opening, one of the largest in its class, to functional elements that support camping or rooftop storage, every detail reflects a lifestyle-first philosophy. Even the placement of the tail lamps, which sparked debate for being lower than expected, was a decision rooted in enhancing functionality over form.
“Of course, not everyone understood it at first,” Choi admits. “But when you open that tailgate and realize what it enables, it all makes sense.” The process wasn’t without its technical hurdles. As the Santa Fe grew in size, balancing weight, strength, and airflow became critical.
“We had to make surfaces sleeker, more refined, even though the first impression is that of a bold, boxy SUV,” he explains. The result is a design that’s both commanding and efficient, a true reflection of what modern drivers want and need.
Beyond Santa Fe, Choi is already immersed in other major projects, including the complete redesign of the Hyundai Tucson and the Santa Fe facelift. But for now, it is the latest Santa Fe that stands as a testament to what’s possible when imagination and engineering unite.
When asked about his personal favorite part of the design, Choi doesn’t hesitate. “The side profile. It’s clean, it’s powerful, and it tells a story. It’s not just another SUV—it’s a statement.” In that statement lies a deeper philosophy – one that places people, practicality, and progress at the heart of every curve and contour.
