Hyundai is shutting down Econac in its own subbrand


Hyunai’s new Ioniq brand will give us three new electric vehicles over the next four years, on a new EV-specific platform.

Hyundai

You might have heard of Ioniq of Hyundai. I did not long ago It was a great EV For the money, but Hyundai has big plans for the Ioniq. The name, however – not the model.

Look, Hyundai on Sunday announced the discontinuation of the Ioniq name as a separate brand for its electric vehicles (a la Polstar and Volvo), but strangely, the Hyundai Ioniq hatchback is not being invited to the party . While this may sound a bit strange, it is likely because the current crop of Ioniqs is only one or two years from needing a reboot anyway.

The first vehicle release of the Ioniq subbrand in 2021 will be called the Ioniq 5 (sluggish, I know) and will be based on the Super Handsome Concept 45 hatchback. I’m fingers crossed that the production model is close to concept, even though Hyundai calls the 5 “midsize CUV (crossover utility vehicle)”. After the Ioniq 5, Hyundai plans to release two other models over the next four years, specifically the Ioniq 6 sedan in 2022, based on the grand Prophetic EV concept, And a large SUV called the Econk 7, slated for 2024.

“The Econac brand will change the paradigm of EV customer experience,” Hyundai Motor Company executive vice president and global chief marketing officer Wonhong Cho said in a statement. “With a renewed emphasis on staying connected, we will offer electrified experiences for an eco-friendly lifestyle.”

Interestingly, Hyundai has also confirmed that while the Ioniq will be its own brand, it will be sold at Hyundai dealerships as well as Hyundai branded models. This is a different approach than the brand with Genesis. But it could work in favor of the nascent EV brand, with lower costs by dealers, because, in theory, they would not need to build new buildings, etc.


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The Ioniq brand made its official debut in London by turning London Eye into a giant letter Q, representing the first part of the brand’s launch campaign, which he is calling, “I’m in charge.” The campaign is to promote the empowerment of the environment and diverse lifestyles through the Ioniq brand. It seems a long order, but hey, we’ll see.