Hyundai is spinning Ioniq off into its own subbrand
You’ve probably heard of Hyundai’s Ioniq. I drove one not so long ago andfor the money, but Hyundai has big plans for Ioniq. The name – not the model.
You see, Hyundai announced plans on Sunday to outsource the Ioniq name as a separate brand for its electric vehicles (a la Polestar and Volvo), but, oddly enough, the Hyundai Ioniq hatchback isn’t getting invited to the party. While this may seem a bit strange, it is likely because the current crop of Ioniqs is only a year or two away from a restart.
The first vehicle version of the Ioniq sub-brand will be named Ioniq 5 (boring, I know) in 2021 and is based on the super-handsome. I keep my fingers crossed that the production model comes close to the concept, even if Hyundai calls the 5 a “medium-sized CUV (Crossover Utility Vehicle)”. After the Ioniq 5, Hyundai plans to bring out two more models over the next four years, most notably the Ioniq 6 sedan in 2022 based on the gorgeous and a large SUV called the Ioniq 7 slated for 2024.
“The Ioniq brand will change the paradigm of the EV customer experience,” said Wonhong Cho, executive vice president and global chief marketing officer for Hyundai Motor Company, in a statement. “With a new focus on connected living, we’re delivering electrified experiences that are critical to an environmentally friendly lifestyle.”
Interestingly, Hyundai has also confirmed that while Ioniq will be its own brand, it will also be sold in Hyundai dealerships alongside regular Hyundai branded models. This is a different approach than Genesis. But it could work in favor of the emerging EV brand as dealers have less cost as they theoretically don’t have to build new buildings etc.
The Ioniq brand made its official London debut by transforming the London Eye into a giant letter Q, which represents the first part of the brand’s launch campaign dubbed “I’m Responsible”. The campaign aims to promote the strengthening of the environment and different lifestyles through the Ioniq brand. It seems like a big job, but hey we’ll see.