Who would have thought it, the South Koreans actually out-styling the Italians for design flair, that’s what Hyundai appears to have done with the all-new Santa Fe. It’s those headlights, flanked by the chrome radiator surround, that do it, those narrow headlights are very often seen in styling concepts from Italian designers. For cost reasons, the Italian automakers always offer a dumbed down version when production reality hits. However, the modern automotive landscape is changing. In the past reliability sold the reputation of an automaker. Think, Honda. Today, technology is the new marketing paradigm, however with so many companies competing for the same patch of territory design language is replacing reliability test scores and tech gadgets. Clever marketing and professionally orchestrated PR campaigns can cover up an automakers reliability issues, for a time. In some cases, all motoring publications facilitate the cover-up, reviewers will turn a blind eye to known and sometimes known unknown issues. But until and between that time, that is to say when an issue is flagged up, the design seems to be the new means of talking directly to the public either via Facebook campaigns or various other social media platforms. The 2019 Santa Fe is thoroughly revised and will enter its 4th-generation by the time it hits retail. The interior is completely overhauled and as with all new models Hyundai says it will offer a more premium feel. That’s what they said for the 3rd-gen but having driven one it didn’t feel that way at all. Like all modern vehicles, the Santa Fe will feature the latest active safety technology, forward collision warning, lane depature assistance and warning, and semi-autonomous driving tech but expect these to be offered as optional extras. The engine lineup remains the same, dependent on territory, the Santa Fe will continue to offer 2.0-litre and 2.2-litre diesel engines and a 2.0-litre petrol (gasoline) engine together with an 8-speed auto. Expect all-wheel-drive and a hybrid version. The Santa Fe will make its official debut at the 2018 Geneva motor show, expect prices to rise… by how much? we don’t really know.