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 electric SUV (source: Hyundai)
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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Alexander Vlaskamp, the outspoken CEO of MAN Trucks, claims that an electric semi truck can pay for itself in less than three years – but there are a few asterisks in that statement. We’ll try to unpack them all for you here.
The good news is that, in the EU, incentives are plentiful. MAN says those programs, together with Europe’s much higher diesel prices compared to the US (about $6.80/gal compared to $3.70, as I type this), can help the eTruck pay for itself in as little as two and a half years.
And, if you’re not familiar with European incentives for electric semi trucks, hold on to your hats because they are wild:
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up to 80% of vehicle purchase price subsidy in Austria (ENIN)
in Belgium, there’s a subsidy for up to 32% of the price of the truck (up to 2 trucks per company)
in Ireland, government incentives cover 30–60% of the up-front cost difference versus a comparable diesel truck
Norway offers a similar 60% diesel cost difference incentive
“It’s all about the charging infrastructure, that’s the problem,” Vlaskamp told Börsen-Zeitung. “When it comes to investment in charging stations, Europe is lagging far behind … what’s needed now is the political will to reverse this trend,” adding, “We need to act quickly.”
Charging is key
Charging an eTruck; via Man Trucks.
Spanish-language site Motorpasión notes that red tape isn’t the only reason charging lags. Driving investment into new charging infrastructure is lagging, too – but MAN’s CEO thinks there’s a simple fix: take half of annual toll revenues generated by commercial trucks (around €7 billion in Germany, alone) and funnel it directly into DC fast charging.
In addition to the still deficient charging network, another obstacle is the cost of electricity for charging. Vlaskamp proposes a reduced price for commercial truckers, as has traditionally been the case with diesel. Currently, the average price is 45 to 50 cents per kWh, but says the ideal would be, “between €0.20 and €0.30/kWh.”
TL;DR: if charging was cheaper and easier to access and the government was willing to subsidize EVs as much as they’ve subsidized oil with the creating and ongoing support of a globalized military industrial complex, MAN Trucks’ CEO thinks plug-in semis would be a no-brainer.
Head on down to the comments and let us know if you agree.
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It’s Labor Day weekend, which means big deals on car lots across America – especially if you’re shopping for a new electric vehicle to help with your labor. We’ve rounded up the best offers on electric pickups, vans, and even a great option for ride share drivers!
Sure, there’s a bit of irony in pitching “work vehicles” on a holiday meant for not working – but for many small business owners, work is part of who they are. And with the $7,500 federal EV tax credit set to expire, plus a wave of great Labor Day deals on work-ready EVs, now might be the best time yet to plug into a new electric ride.
Here are some of the standout electric vehicles offers we found this Labor Day weekend (2025), organized by vehicle type.
Electric pickup | F-150 Lightning
F-150 Lightning; via Ford.
The “Ford for America,” summer sales event continues through Labor Day with interest-free 0% financing, $0 down payment, and zero payments for up to 90 days for retail customers. Ford is also throwing in $0 maintenance for 24 months.
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But wait, there’s more! Ford Authority is reporting that a complimentary home charger and standard installation might also be included as part of the Ford Power Promise promotion happening at participating dealers in select markets with the purchase of a new F-150 Lightning pickup through the end of September.
Lease customers aren’t being left out, either. You can lease a 2025 Ford F-150 Lightning XLT 4P 311A pickup at $399 per month for 36 months, with “just” $399 due at signing (basically your first month’s payment).
For your money, you get a capable, Ultium-based electric cargo van with more room than your college dorm and a nationwide dealer network to keep it up and running when you need it most.
Electric van (hon. mention) | Mercedes eSprinter
2024 eSprinter; via Mercedes-Benz.
Despite being based on the company’s existing diesel platform, Mercedes’ eSprinter has proven itself a capable urban hauler in the hands of Amazon, DHL, and countless European tradespeople. Despite that, there are still a handful of leftover 2024 models hanging around dealer lots – enough that Mercedes is offering up to $30,000 (!) Customer Cash on any new ’24MY eSprinter purchased from dealer stock.
As you can imagine, there’s some fine print on that Customer Cash deal. It can’t be combined with Special APR programs through Mercedes-Benz Financial Services (MBFS), but it can be combined with the Mercedes-Benz Commercial Vehicles Medium Fleet Program.
And, while we’re at it, it’s probably worth noting that serious road warriors will probably save more than $129/mo. in fuel alone.
If you prefer to own your vehicles after making payments on them for a few years, you can also get 0% interest financing on select ID.4s for up to 72 months. It’s important to note here that Volkswagen’s deals can vary wildly by region. That $129/mo. offer is available in California and a few other West Coast states, for example, but the electric crossover’s listed at $329 for 24 months with $4,499 due at signing in others.
Disclaimer: the vehicle models and financing deals above were sourced from CarsDirect, CarEdge, and (where mentioned) the OEM websites – and were current as of 29AUG2025. These deals may not be available in every market, with every discount, or for every buyer (the standard “with approved credit” fine print should be considered implied). Check with your local dealer(s) for more information.
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Sustainable construction experts McKinstry have teamed up with leading BESS developers Viridi and the Denver Public Library to deploy a first-of-its-kind solar and battery storage system that sets a new standard for fire safety.
The Denver Public Library sought a battery energy storage system (BESS) that could deliver cost savings without compromising safety for staff, visitors, or the architecturally significant, Michael Graves–designed structure itself. That required a battery backup solution that not only met the city’s fire safety standards, but also addressed public fears about the risk of lithium-ion battery fires.
That unique set of project priorities led the library to Viridi, makers of the RPSLinkEX battery solution that’s equipped with a unique, “passive Fail-Safe thermal management and anti-propagation technology” designed to prevent the sort of thermal runaway that leads to li-ion battery fires.
“Public facilities like the Denver Public Library are at the forefront of demonstrating that energy resilience and safety can go hand in hand,” said Jon M. Williams, CEO at Viridi. “This installation highlights how fail-safe battery storage can empower communities to maximize renewable energy, reduce costs, and maintain reliability – all without compromise.”
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Keeping it safe
Denver Public Library; by Michael Graves.
Viridi doesn’t talk too much about how its passive Fail-Safe thermal management system works, but if you’re picturing heat-dissipating layers, fire-resistant insulation, and strategically-placed phase change materials (or PCMs) limiting the transfer of heat from one cell to another if it begins to overheat, you’ve probably cracked it.
These passive safety features enable safer deployment scenarios in occupied buildings or near critical infrastructure by reducing dependence on active fire suppression systems like sprinklers or fire extinguishers, and convinced the City of Denver to move forward with the project, which is the city’s first-ever solar + battery storage system.
“The entire McKinstry team is very excited about developing and constructing the first Solar + BESS project for the City and County of Denver,” said Jon Ensley, Sr. Construction Project Engineer at McKinstry. “We are appreciative of all our partners and stakeholders who helped to achieve this goal. We value Viridi’s expertise in deploying this technology and the whole team has been great to work with.”
McKinstry says this latest solar project sets, “a new benchmark for how cities can combine renewable energy and battery storage without compromising safety.” And, with solutions like the RPSLinkEX building systems that meet city planners and politicians where they are, instead of trying to educated them about the objective, proven safety of li-ion batteries, Viridi is helping communities adopt cleaner, more resilient clean energy solutions sooner rather than later.
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