Hyundai officially launches the IONIQ brand on the Chinese market with an innovative strategy. In Beijing two original models were presented, VENUS and EARTH, which adopt a planetary nomenclature – symbolizing how vehicles "surround" around the customer. With the slogan "Lead, don’t follow", the company aims at the most competitive electricity market worldwide. The new models have a unique silhouette of a curve and incorporate EREV technology for expanded autonomy, as well as autonomous driving systems in collaboration with local partners, combining security with digital solutions.
Analyticalally:
The Korean company launches the IONIQ brand in China, with a new strategy that wants cars to «gliding» around the driver.
The Hyundai Motor Company selected the heart of Beijing to announce the official launch of the brand IONIQ in the Chinese market, presenting two original models that seem to have come from the future. With the password «Lead, don’t follow» (Drive, do not follow), the company presents an entire mobility ecosystem adapted to the needs of the most competitive electric market in the world.
The new strategy includes a special nomenclature: from now on, IONIQ models in China will be named after planets. As explained by the company, this option symbolizes the way in which each vehicle «Drifting» around the customer, who remains the central reference point.
VENUS AND EARTH: Two worlds, one electric philosophy
The two originals presented, VENUS and EARTH, constitute «pillar» the new design direction of the brand. They have a unique silhouette of a curve (single-curve silhouette), which creates an intense and recognizable image from the first glance.
Hyundai does not stop at design. For the Chinese market, it announced the adoption of technologies that respond to the actual needs of consumers, such as the EREV (Extended Range Electric Vehicles)/ i.e. electric vehicles with expanded autonomy through a small internal combustion engine operating as a generator.
At the same time, the company develops autonomous driving systems in collaboration with local partners, enhancing its experience «smart cockpit». As Li Fengang, President of Beijing Hyundai, said, aims to create models that combine the safety and quality of IONIQ with the digital requirements of Chinese buyers.
