What size will the Ioniq 9 be and how will it affect Hyundai’s brand image?
Hyundai’s most ambitious entry into the luxury electric SUV market to date is the Ioniq 9. It’s a large size, premium features and advanced technology, and is ready to compete with other established luxury brands. But the move also comes with questions about how it could change Hyundai's overall brand perception, which has long been tied to value vehicles. The Ioniq 9's pricing, which will be much more than most of Hyundai's current lineup, also could impact how consumers view the brand. For some, this is a natural evolution and sign of the brand’s growing prestige, others are alarmed that it will drive away core customers, while others fear it won’t be able to keep up with the more established luxury marques.
I think Hyundai made a smart move. For years they’ve been steadily improving their image, and the Ioniq 9 could be the thing that puts them on par with luxury brands in peoples’ minds.
It's risky. Hyundai has always been strong at offering good value. As well as that, moving upmarket could alienate their core customers without winning over luxury buyers.
The key will be execution. If the Ioniq 9 is truly a premium experience, it may raise the whole brand. If it overreaches, though, it will fall short.
It's great to see Hyundai trying to do something different. While the Ioniq 9 may be too expensive for most buyers, the tech and features will make their way into their cheaper cars.
It’s not just about the Ioniq 9, but how Hyundai handles the rest of their lineup. They have to be careful not to forget their bread and butter models in the pursuit of the luxury market.
That could be good news for resale values across the Hyundai range. That could help all Hyundai owners when it comes time to sell if the brand image improves.
I’m wondering how this is going to affect Genesis. Does moving upmarket squeeze out their luxury brand?
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Discussions and Questions What Size Will The Ioniq 9 Be And How Will It Affect Hyundais Brand Image
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