Hyundai’s sleek IONIQ 5 electric SUV design and advanced features are attracting a new group of buyers that would usually stick with a premium brand. The success has even surprised company leaders, like Michael Cole, President, and CEO at Hyundai Europe, who claims “brand loyalty doesn’t seem to be as strong in EVs.”
After the IONIQ 5 made its official debut in 2021, Hyundai didn’t realize it had a gem on its hands that would transform the company’s entire brand image.
Although Hyundai was known as a “cheap” car brand early on, the South Korean automaker has transformed itself in the EV era with quality interior and exterior designs, state-of-the-art technology, and a focus on innovation.
By doing so, Hyundai, including the Kia and Genesis brands, grew to become the third largest automaker this past year, surpassing GM, Nissan, and Stellantis in annualy volume in 2022.
Hyundai took a “radical new approach” with its first dedicated electric vehicle, the IONIQ 5. The automaker says the IONIQ 5 was designed and built with a progressive apporoach that started with looking to its past, in particular, its first unique vehicle, the Pony.
However, what truly brings the IONIQ 5 to life is Hyundai’s Electric Globular Modular Platform (E-GMP), the company’s dedicated EV archetecture featuring up to 310 miles range (500 km), 800V ultrafast charging (18 minutes), vehicle-to-load capabilities (V2L), and more.
The sleek, bold design and functionality is attracting a new group of users that’s surprising even Hyundai’s leaders.
Hyundai IONIQ 5 is attracting premium buyers
Hyundai’s progressive approach is paying off. According to a new report from Autocar, the IONIQ 5 has been winning over customers from premium brands.
Although the electric SUV is priced above Hyundai’s typicaly range, it’s about in line with the competition, starting at $41,500, and sales have been strong.
The IONIQ 5 was followed up by the IONIQ 6 electric sedan, which was officially unveiled last July, gaining attention as one of the most aeordynamic and energy efficient EVs on the market and placing among the top two models on Fueleconomy.gov’s 2023 top 10 list with the Lucid Air.
IONIQ 5 and IONIQ 6 sales reached over 100,000 last year as the brand accelerated its transition to zero-emission electric vehicles. Hyundai is planning to release its larger IONIQ 7 SUV next year.
The success of the IONIQ 5 has given Hyundai confidence in releasing its larger SUV, as Cole explains:
With Ioniq 7 there was a bit of hesitation a year ago prior to Ioniq 5 about whether it was a car for Europe – but after the success of the Ioniq 5, we now 100 per cent think it’s a car that we can sell in Europe, and we will capture some premium brand customers with it.
Cole adds “brand loyalty doesn’t seem as strong in EVs” as several new electric models are pulling sales from premium brands.
Although Hyundai is attracting premium buyers, the brand isn’t planning to change its image altogether (to a premium one). Instead, the company believes it can reach an entire new customer base with its EVs.
Electrek’s Take
It doesn’t come as a surprise the Hyundai IONIQ 5 is winning over premium buyers. The modern look and functionality is enough to make anyone convert.
However, Hyundai isn’t the only brand with EVs winning over new buyers groups. Tesla blazed its own path, with two models now in the top 10 best selling cars worldwide. Ford, GM, and others have mentioned success stories with buyers converting from gas-powered cars and other brands.
The same thing is happening in China. EV startups with bold designs and advanced features are winning over customers and stealing share from the premium brands.
The fact of the matter is EVs are more fun to drive, buyers will look for the best option on the market regardless of brand.
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Yadea, which has claimed the title of the world’s largest electric vehicle maker for seven years running, has just announced a new electric motorbike powered by the company’s innovative HuaYu sodium-ion battery technology.
Yadea has long dominated the electric two-wheeler and three-wheeler market globally, but has generally relied on both lithium-ion and lead acid batteries to power its vehicles in different markets.
The newly unveiled electric scooter uses Yadea’s recently introduced sodium battery technology, offering what the company says is outstanding performance in range, charging speed, and safety. Using the HuaYu Sodium Superfast Charging Ecosystem presented by Yadea, the battery can reach 80% charge in just 15 minutes, providing greater convenience for riders.
Yadea’s sodium battery has successfully passed more than 20 safety tests, many focusing on its resistance to fire and explosions under extreme conditions like punctures and compression.
Yadea’s new sodium battery offers an energy density of 145 Wh/kg and a lifespan of up to 1,500 cycles at room temperature, with the company rating it for a five-year useful lifespan. It also includes a three-year warranty for added assurance.
With excellent low-temperature capabilities, the battery retains over 92% of its discharge capacity at -20°C, making it well-suited for colder climates.
Sodium batteries present major advantages
Most electric vehicles used in the West, especially electric two-wheelers, rely on lithium-ion batteries for their high energy density. But sodium-ion batteries offer many benefits over traditional lithium-ion batteries.
Sodium is an abundant element on the planet and is easily accessible, unlike lithium, which is concentrated in specific regions and often expensive to extract. This abundance can make sodium-ion batteries cheaper to produce, reducing costs for EV manufacturers and potentially making electric vehicles more affordable.
Lithium mining also has environmental challenges, such as water depletion and habitat destruction. Sodium, on the other hand, can be sourced from seawater or common salts, offering a more sustainable and environmentally friendly option.
Sodium-ion batteries are less prone to overheating and thermal runaway compared to lithium-ion batteries. This makes them inherently safer for electric vehicles, reducing the risk of fires and improving consumer confidence in EV technology.
Sodium-ion batteries perform better than lithium-ion in cold climates. Lithium-ion batteries struggle with capacity retention in freezing conditions, but sodium batteries maintain efficiency, making them ideal for EVs in colder regions.
Sodium batteries still have challenges to overcome
While sodium-ion batteries are promising, they currently have a lower energy density than lithium-ion batteries, meaning they store less energy per unit of weight.
For EVs, this translates to shorter driving ranges for the same-sized battery. That’s especially important in electric two-wheelers like motorbikes and electric bicycles, which don’t have much extra space for storing bulky batteries.
However, advancements in cathode materials and battery architecture are quickly closing this gap, which Yadea has demonstrated. These sodium-ion batteries still can’t match the energy density of lithium-ion batteries, but as they continue to improve their energy density, the technology’s other major advantages provide encouraging signs for larger adoption in the industry.
Yadea’s status as a major electric motorbike maker also means that its adoption of sodium-ion battery technology could help lead the entire industry towards this battery chemistry, bringing safety and performance benefits along with it.
Last year I had the unique opportunity to visit one of Yadea’s global manufacturing sites.
To see inside the company’s massive and highly-automated manufacturing processes, check out the video below!
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At CES2025, the impressively built-out John Deere exhibit was all about automation. Autonomous job sites, autonomous farms … but it was this new, battery electric, autonomous lawn mowing robot that stole the show.
See, instead of using “just” GPS data or “just” repeating a pre-recorded run, Howard can do something in between. The way it was explained to me, you would ride the stand-up mower around the perimeter of the area you wanted to mow, select a pattern, then hop off, fold up the platform, and let it loose. Howard mows just the way you would, leaving you to focus on edging, planting, or (let’s face it) schmoozing with the clients.
It’s exactly the sort of help landscapers are looking for.
But that should come as no surprise, of course. John Deere, perhaps more than most companies, knows its customer. “We’ve been in the turf business for 60 years — it’s a core part of Deere,” says Jahmy Hindman, chief technology officer at John Deere, explaining things beautifully. “The work that’s being done in this industry is incredibly labor intensive … they’re not just doing the mowing work. They’re doing the tree trimming, maintaining flowerbeds and all these other jobs. The mowing is table stakes, though, for them to get the business. It’s the thing they have to do in order to get the higher value work.”
The John Deere autonomous commercial mower (there’s no snazzy alphanumeric, yet) leverages the same camera technology as other Deere autonomous machines, but on a smaller scale (since the machine has a smaller footprint). With two cameras each on the front, left, right, and rear sides of the little guy, he has a 360-degree view of the world and enough AI to lay down a pattern, avoid an obstacle, and shut off if it thinks it’s about to mow down something (read: someone) it shouldn’t.
John Deere will have Howard on display through tomorrow at CES in the LVCC’s West Hall. If you’re in town, be sure to go say hi.
Despite big discounts and 0% financing, Tesla sales are down for the first time in a decade … but there’s even bigger robot news with the return of Honda ASIMO, a flying car from China, and a whole lot more from today’s episode of Quick Charge!
CES2025 was all about AI – and not just what AI could do, but what AI could do for you. That’s where ASIMO comes in, helping everyone have a better time in there car and not at all just a modern day version of KITT dreamed up by a bunch of Gen X executives (wink, wink). We also cover some neat stuff from Suzuki, Aptera, Volvo, and more. Enjoy!
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