Hyundai Latest to Join BEV Sub-Branding

Hyundai is joining the ranks of automaker’s hiving off their all-electric products into a sub-brand.

Following in the wheel tracks of Volvo’s Polestar and Aston Martin’s Lagonda, the Korean manufacturer has announced its Ioniq bonnet badge will now constitute a dedicated brand for all its EV products. It says it will introduce three new dedicated models over the next four years with more to follow.

Hyundai will combine its current EV capabilities, including ultra-fast charging, little interior space loss and battery-supplied power, with future innovations from the new brand. In 2016, the automaker introduced the Ioniq nameplate offering a choice of three electrified powertrain options, hybrid electric, plug-in hybrid and battery electric, within a single body type.

The first model under the new brand will be the Ioniq 5 midsize CUV that will launch in early 2021. It is based on the concept EV ‘45’, which Hyundai unveiled at the International Motor Show (IAA) 2019 in Frankfurt as a homage to its very first concept car.

In 2022, the next car introduced will be the Ioniq 6 sedan, which is based on the company’s latest concept EV ‘Prophecy’, unveiled in March; followed by Ioniq 7, a large SUV in early 2024. All new models will sit on an Electric Global Modular Platform, known as E-GMP, that claims fast charging capability and long driving range.

Hyundai recently announced that the group aims to sell one million BEVs and take 10% share to become a leader in the global EV field by 2025. Under Strategy 2025, it aims to become the world’s third-largest automaker of eco-friendly vehicles by this time, with 560,000 BEV sales in addition to FCEV sales.

“The Ioniq brand will change the paradigm of EV customer experience,” said Wonhong Cho, executive vice-president and global chief marketing officer at Hyundai. “With a new emphasis on connected living, we will offer electrified experiences integral to an eco-friendly lifestyle.”

— Paul Myles is a seasoned automotive journalist based in London. Follow him on Twitter @Paulmyles_

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