The Ioniq car has become an EV brand – but Hyundai-badged electrics are also set to keep coming out.

THE answer is yes – it’s just the arrival timing that remains uncertain.

That’s Hyundai New Zealand’s response to the parent brand’s determination to turn a model name into a full-blown electric vehicle sub-brand, while continuing to produce EVs with Hyundai badges as well.

The Auckland-based operation is hugely enthusiastic about the potentials that Ioniq will bring and is excited by Hyundai Motor’s intent to release three new models, each identified by a numerical designation.

It further affirms it is fully on board with the South Korean giant’s intent to fast-track its strategy of becoming a global giant of EV-dom, in part because Kiwi enthusiasm for battery-driven products is strong and continues to climb, and has expressed its desire to offer every Ioniq model that is made available in right-hand drive.

However, at the moment it knows too little detail to say when and how it will involve.

So even though the make has vowed to deliver the first of this new breed, the Ioniq 5 - a crossover SUV inspired by the 45 concept car (below) from the 2019 Frankfurt motor show – within 12 months, the local operation says it cannot yet offer specific comment about whether this means that car will avail locally in 2021, simply because it’ll be in production by then.

Company public relations manager Kimberley Waters says there’s optimism more information will come out soon.

“At the moment, though, we just cannot offer any specific comment about when product might be available to us. We just don’t know that yet.

“However, yes, we have made a commitment to electric so are keen to see these products. The potential they offer is obvious.

“With Hyundai Motors commitment to developing a dedicated EV range with the customer experience in mind, it in turn will enable us to provide our customers with more EV choice that suits their Kiwi lifestyle.”

In making the branding announcement that could not have come as a surprise to anyone, Hyundai Motor released images here that lend suggestion to what its immediate fleet of three vehicles could look like.

The suggestion is that these will be in showrooms by 2025, or perhaps even a year earlier.

The model identification strategy is simple, if rather BMW-esque. All Ioniqs will be identified by numerical badges - even numbers for sedans, wagons and sports cars, and odd numbers for SUVs. Ioniq, by the way, is a fusion between “ion” and “unique”.

The cars will place on an all-new electric-vehicle underpinning, called the Electric Global Modular Platform. This brings up to 800 volt fast charging, long-range driving, spacious packaging ability, and new-age connected technologies, Hyundai Motor says.

The international roll-out time frame suggested by head office is for the ‘5’ to be followed in 2022 by the Ioniq 6, which is styled with lines and inspiration of the Prophecy concept electric sports sedan, above. The Ioniq 7 SUV is expected to go into production in 2024.

Exactly how Ioniq will present is another issue for Hyundai NZ to address.

The tenor of head office comment suggests expectation that this branding exercise is expected to stand apart from the Hyundai push, just as the Genesis luxury brand was intended to.

Whether that means a dedicated space in a shared showroom – as per the failed Genesis experiment - or something more extreme remains to be seen. Conceivably, given the size of the national Hyundai dealer chain, the modest volumes our market entertains and the cost involved in creating separate retail operations, it would be logical for head office to cut NZ some slack, and allow sales from regular outlets.

One thing is for sure, you won’t be challenged picking what’s coming with the two Hyundai electrics that already sell here.

What will happen to those? Somewhat ironically, the Ioniq as it currently offers in NZ – that is, as a compact hatchback in hybrid, plug-in and full-electric guises – is not going to transfer to this platform.

Moreover, talk is that it and the Kona EV will also not form part of the Ioniq-sphere, according to overseas’ reports, but remain – assuming they still have a long-term role - as a Hyundai. So is it possible there could be as many – if not more – Hyundai electric models as Ioniqs?

The rollout is in line with Hyundai Motor Group's ‘Strategy 2025’, which sets a target of achieving one million battery-electric vehicle sales and at least 10 percent of the global EV market by 2025.

The latter would see HMG become one of the top three global EV manufacturers, with around 560,000 produced each year by mid-decade.

The term itself is a with the current Ioniq being the result of Project Ioniq – a long-term research and development project focused on eco-friendly mobility.

To help commemorate the launch of the new brand, HMC took to the London Eye with dozens of illuminated lights to turn the landmark into a giant letter Q at the tourist attraction’s official reopening to the public after being closed as a result of the coronavirus pandemic.