Hyundai NZ explains why it’s not yet making much of a song and dance about the Ioniq 5.

NOT Hyundai’s first electric car, but very likely its most crucial one – so why isn’t the national distributor making a big noise about the Ioniq 5?

Dealerships now have stock of the large hatchback-styled sports utility that brings together everything the South Korean marque has learned from the Kona and other Ioniq electric cars that Kiwis have been driving for some years.

However, after an initial hoo-haa when specs and pricing was revealed earlier this year – with confirmation of the entry edition’s eligiblity for the Clean Car rebate - the promotion now for the ground-breaking model has, by Hyundai New Zealand’s own admission, gone low-key and that strategy could well be the go for a month or so yet. 

There appear to be several reasons why it is not yet prepared to shout loudly about the vehicle that certainly demands considerable attention simply by dint of it being the product that ushers in Hyundai-Kia's new Electric Global Modular Platform, aka its new EV skateboard architecture.

E-GMP will underpin many new models and delivers sector breakthroughs of super-fast 800v charging capability and the ability to charge other electric devices, such as e-bikes.

To find out more, wannabe customers can either visit sales outlets holding demonstrators or seek out a promotion strategy that restricts to digital platforms.

The not-so-pushy promo is a far cry from the big budget television spruik Hyundai NZ is presently giving its top-selling EV of the moment, the Kona EV that has just been refreshed – yet is technically gazumped by the new car.

In respect to trouncings, though, Ioniq 5 has undoubtedly become a victim of Covid and the latest round of lockdowns, the local distributor has acknowledged.

The country going into emergency response to the Delta variant basically completely scuppered the original launch strategy.

The country’s Level Four mobilisation on August 17 meant a big media soiree in Queenstown on September 1 and an associated dealer event could not be staged. The press fleet went into storage in Cromwell.

The brand still hopes to hold a less flamboyant press event next month, but that will demand Auckland being at no higher than Level Two.

Given the car has already generated considerable attention from its international rollout, it’s probable that even though local headlines would be nice to see, they likely won’t be necessary to draw attention to the car.

This was acknowledged by a local spokeswoman when asked to respond to why Hyundai here appears to be underplaying the car’s rollout.

Said Kimberley Waters: “Before Ioniq 5 arrived in New Zealand, we had a significant number of enquiries and pre-orders.

“This level of interest has continued organically since this model arrived on our shores. The local demand coupled with stock availability has meant we have not needed to promote Ioniq 5 heavily.

“In saying this, we are currently promoting Ioniq 5 on (unnamed) digital channels using a targeted approach.

“We had to delay our press launch … due to the Covid-19 Level 4 lockdown, and the lockdown restrictions have also delayed our ability to produce local promotional content.

“Ioniq 5’s an incredibly exciting addition to our range, and once we are in a position to do so, we’ll increase our promotional activities.”

Meantime, the Auckland-centred distributor has also sought to clarify the car’s sales process, enforcing that while it can be bought online – a first for the brand here - it will also be represented through the franchise network.

Also, even though examples bought off the keyboard will be delivered via the dealer nearest the purchaser, that sales outlet being a go-to for servicing and any warranty issues.

It is understood Hyundai is hoping to have first customer cars here in November or early December. The make has promised that “whether the customer orders direct or via their local dealership, all orders will be processed equally.”