for now, i'd say fortuner is the better choice. Santa Fe is a bit smaller in size than the fortuner. Plus the fact that Toyota is a Japanese brand. I must admit, korean brands are also "in the market" now, like in north america, but i guess your consideration there is the size. You can't put fuel economy as a category for both have big engines. If you want fancy features, go for the hyundai. If it's quality, go JDM.