Cars Plus Guam and Heirs To Islands have collaborated to launch the redesigned Hyundai Santa Cruz and the new Santa Fe with a cool new look that pays homage to culture. 

In a collaboration driven by family, culture and adventure, the two organizations unveiled the completely-redesigned vehicles in a way that’s uniquely Guam.  Lawrence 'Naturel' Atoigue shared, "This is the first time that these trucks will be on red dirt. This is the first time in my life I’ve been introduced to the notion of what red dirt was."

Atoigue, Heirs to Islands' co-founder, says the design, which is symbolized by the island’s red dirt mountains, is all about the love for the land.  "They’re meant to be driven off-road and explore the island. I felt like the synergy of my narrative, our narrative at Heirs to Island, was something that Cars Plus wanted to amplify and really get behind," he said.

That narrative is rooted in growing up part of the CHamoru diaspora and the journey home to reconnect with the culture.  "I feel very moved by the family narrative both here at Cars Plus, at Heirs to Islands and all around the island. There are so many different ways that our community is embracing their legacy," he said.

The autodealership is a family-run business that started from the ground up 26 years ago. Parents Joey and Joyce Crisostomo stand side-by-side their children, Joey Crisostomo, Jr. and Jennifer Camacho. 

Joey said, "We’re really excited about it and how it ties in with the culture and for the island, for Guam," with Joyce adding, "Most importantly, I think family, family of the land for us here on our island is the most important for us."

The mark of a successful business for the Crisostomo family is in the opportunity to give back to the community. Joey, Jr. noted, "It’s truly a blessing just to have my parents here and my sister. And the Heirs Edition, I think this is a really great collab. It came up quick and I think Guam is really going to like the two new editions to the island."

"I think it’s the perfect vehicle. The Santa Cruz is a truck, it’s part SUV and part truck, perfect for Guam," said Jennifer. "But what’s really exciting for us is that Hyundai supports this effort so much that they actually sent a senior rep here."

It's a big move for Cars Plus as they usher in a new era with the community, as Atoigue said, "If you see it on the road, just know that a lot of love and craft went into that. We’re a culture that used to move mountains, and now we’re building them."