It seems to be the thing to do – take a model, and make it its own brand. Citroen did it with the DS range, SEAT did it with the Cupra, and others have tried the same approach to sell more cars.
Now, Hyundai is splitting off the Ioniq model range to make it a stand-alone brand. Will it work? Only time will tell.
Along with news of the separation, Hyundai also provided a 30-second teaser video of their new Ioniq 5, to be launched as the first new model in this new brand, in 2021. Generally, teaser videos will have some quick glimpse of a shape, or light levels so low you can barely see what the car really looks like. Ioniq have taken this one step further – you don’t even see a car.
According to Ioniq, the 30-second video, titled ‘The New Horizon of EV,’ takes inspiration from the all-new IONIQ 5’s yet-to-be-revealed design details, showing pixels and dots converging in a white space representative of a new era of EV.
The Ioniq 5 will be built on the recently unvield Electric-Global Modular Platform (E-GMP) platform, a dedicated battery electric vehicle (BEV) architecture.
The teaser aims to build anticipation and spark curiosity about IONIQ 5 by emphasizing three ‘extras’ to be offered by the all-new model. ‘Extra Power for Life’ calls attention to IONIQ 5’s vehicle-to-load (V2L) bi-directional charging capability. ‘Extra Time for You’ highlights its fast-charging capability. ‘Extraordinary Experiences’ hints at the BEV’s soon-to-be-announced array of features.
Under IONIQ, Hyundai will launch a range of EVs, including IONIQ 5, a midsize CUV in early 2021; IONIQ 6, a sedan; followed by IONIQ 7, a large SUV.
To facilitate its EV plans, Hyundai Motor Group recently unveiled E-GMP, the architecture that will underpin all of its new dedicated BEVs. They say the platform offers increased development flexibility, powerful driving performance, increased driving range, strengthened safety features, and more interior space for occupants and luggage.
Hyundai New Zealand General Manager Andy Sinclair says, “Hyundai is embarking on a really exciting journey with the introduction of a dedicated BEV architecture. We personally can’t wait to see the IONIQ 5 and work with Hyundai Motor Company to bring it to New Zealand to provide the Kiwi public with more EV choice.”