Ought to Hyundai Simply Spin Off An IONIQ Sub-Model?

Final Up to date on: twenty eighth July 2025, 12:18 am

Yesterday, I wrote a few fairly underwhelming expertise my household and I had take a look at driving a Hyundai IONIQ 5. The salesperson appeared to know little or no concerning the automotive and didn’t appear that occupied with getting us to purchase it. There have been many reader responses about their very own horrible dealership shopping for experiences, a few of them stating that they’ve had related issues shopping for gas-powered automobiles, and others presuming a little bit of a difficulty with sellers and salespeople not eager to promote EVs. I believe it’s protected to say there’s a little bit of each occurring — auto dealership salespeople should not famend for his or her helpfulness and buyer concern, however they’re additionally identified to be even worse in relation to promoting EVs.

One commenter got here up with an awesome suggestion, although. “Rein” wrote: “This is the reason Hyundai must spin Ioniq off as a separate model like they did with Genesis. Make Ioniq out there for on-line gross sales with showrooms/supply facilities in main markets. Additionally might permit Hyundai dealerships to have them on their lot alongside e-Kona in the event that they wish to and are prepared to spend money on promoting BEVs. There can be some pushback from sellers so possibly they provide a buyout like Ford/Lincoln did a number of years again.

“I’m additionally curious to see how VW’s Scout model goes. Particularly since they’re extra of a direct competitor to different VW teams autos having hybrid (EREV) choices.”

I believe it’s an awesome thought. The actual fact is that many automobile dealership salespeople are on autopilot in relation to promoting automobiles. They don’t have curiosity in studying the small print of a brand new powertrain, the fixed tech updates, or why anybody would wish to purchase an electrical automotive as an alternative of a fuel one. Truly, if you concentrate on it, it will require some severe cognitive dissonance and private issue to make a robust case for getting an EV after which half an hour later make a robust case to a different buyer for why they need to purchase a non-EV they’re occupied with.

As we’ve seen with individuals just like the Kia salesperson I had who knew a ton about EVs, when individuals study a bit about EVs and are capable of discuss their distinctive options and advantages, it makes all of the distinction from a buyer’s perspective. Why not have a separate EV sub-brand, be sure the individuals employed to work there learn about EVs and are enthusiastic to promote them, and promote way more EVs? In Hyundai’s case, it’s already giving all of its new EV fashions the IONIQ identify, so it will be straightforward to create an IONIQ sub-brand and have already got some good model recognition.

What can be the downsides of this? Properly, there are some further prices that will come from IONIQ having to spend cash on issues — whether or not advertising, branding, and even facility associated. Nevertheless, one would assume the advantages of an EV-only model would repay. I’d positively anticipate the salespeople to know extra about their EV fashions. And, as reader Rein famous, Hyundai might doubtlessly nonetheless promote these EV fashions by means of its dealerships.

Other than every thing EV associated, this may be helpful for introducing new methods for Hyundai to promote automobiles and talk with clients. They may provide set, clear, no-haggle pricing; much less of the scammy 4- or 5-hour paperwork and gross sales pitches when shopping for a automotive; higher take a look at drive choices — like the choice to take the automotive dwelling as a way to be sure the charging works as one hopes.

What do you consider the concept? Ought to Hyundai roll out an IONIQ sub-brand that’s 100% electrical? Ought to different conventional automakers do one thing like this to higher promote their EV fashions?