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.