Hyundai Transforms Ioniq Into a Brand for Upcoming Range of Electric Cars and SUVs

Christian Wardlaw | Aug 10, 2020

Hyundai is planning to introduce three new electric vehicles by 2025 in a bid to capture 10% of global EV market share, and each will wear the name IONIQ when the first of the trio goes on sale next year.

Ioniq Electric Vehicle Brand

“The IONIQ brand will change the paradigm of EV customer experience,” said Wonhong Cho, Executive Vice President and Global Chief Marketing Officer at Hyundai Motor Company. “With a new emphasis on connected living, we will offer electrified experiences integral to an eco-friendly lifestyle.”

The new brand is not an acronym, so using all caps is purely a ploy to grab attention and differentiate the brand Ioniq from the model nameplate Ioniq. Currently, the Hyundai Ioniq is an electrified car that comes with a choice between hybrid, plug-in hybrid, and electric powertrains. Just refreshed for 2020, the existing Ioniq’s long-term fate is unclear, though ultimately Hyundai is likely to redesign it, fold it into the new brand, and give it a new name.

Also, this is not first time Hyundai has transformed a model nameplate into a brand. The automaker did that with Genesis when it launched its global luxury vehicle lineup. 

The first of the new EVs is the 2022 Ioniq 5. A midsize crossover SUV, the Ioniq 5 is previewed by the Hyundai 45 concept vehicle shown in 2019 at the Frankfurt Motor Show. Displaying the automaker’s emergent angular, geometric design themes, the Hyundai 45’s styling is, according to the company, “inspired by aircraft from the 1920s.”

After the Ioniq 5 goes on sale, Hyundai will flesh out its EV lineup with the 2023 Ioniq 6 sedan and, by 2025, the Ioniq 7 large SUV. Hyundai says the 2020 Prophecy concept previews the new Ioniq 6. Unlike the 45, the Prophecy features smooth curves and flowing lines, a clear departure from recent Hyundai models.

Hyundai will build Ioniq models on new Electric Global Modular Platform (E-GMP). Details are scant, the automaker promising “plentiful driving range” and fast-charging capability, which are essential EV requirements for success today let alone tomorrow.

Interiors are said to be rethought as smart living spaces with a wide range of adjustment for the seats, wireless connectivity, a glovebox with drawers in it, and more. Technology will offer simple, intuitive, easy-to-use interfaces, and Hyundai says Ioniq owners will enjoy design, technology, and service experiences that “integrate in-car and out-of-car experiences for a seamless journey.”

In planning the Ioniq lineup, Hyundai will use even numbers to denote cars and odd numbers to define SUVs. Clearly, there is space to be filled with smaller EVs during the latter half of the decade, so expect an Ioniq 3 and an Ioniq 4 by 2030.

The information in this article is from Hyundai. It was accurate on August 10, 2020 but may have changed since that date.

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