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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More than $14 billion in US renewable and EV investments and 10,000 new jobs have been scrapped or put on hold since January, according to a new analysis from E2 and the Clean Economy Tracker. The reason: growing fears that the Republican-majority Congress will pull the plug on federal clean energy tax credits.
In April alone, companies backed out of $4.5 billion in battery, EV, and wind projects right before the House passed a sweeping tax and spending bill that would gut the federal tax incentives fueling the clean energy boom. E2 also found another $1.5 billion in previously unreported project cancellations from earlier in the year.
Now, with the Senate preparing to take up the so-called “One Big Beautiful Bill Act,” E2 says over 10,000 clean energy jobs have already vanished.
“If the tax plan passed by the House last week becomes law, expect to see construction and investments stopping in states across the country as more projects and jobs are cancelled,” said Michael Timberlake, E2’s communications director. “Businesses are now counting on Congress to come to its senses and stop this costly attack on an industry that is essential to meeting America’s growing energy demand and that’s driving unprecedented economic growth in every part of the country.”
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Ironically, it’s Republican-led congressional districts – the biggest beneficiaries of the Biden administration’s clean energy tax credits passed in 2022 – that are feeling the most pain. So far, more than $12 billion in investments and over 13,000 jobs have been canceled in GOP districts.
Through April, 61% of all clean energy projects, 72% of jobs, and 82% of investments have been in Republican districts.
Despite the rising number of cancellations, some companies are still forging ahead. In April, businesses announced nearly $500 million in new clean energy investments across six states. That includes a $400 million expansion by Corning in Michigan to make solar wafers, which is expected to create at least 400 jobs, and a $9.3 million investment from a Canadian solar equipment company in North Carolina.
If completed, the seven projects announced last month could create nearly 3,000 permanent jobs.
To date, E2 has tracked 390 major clean energy projects across 42 states and Puerto Rico since the Inflation Reduction Act passed in August 2022. In total, companies plan to invest $132 billion and hire 123,000 permanent workers.
But the report warns that momentum could grind to a halt if the House tax plan becomes law. Since the clean energy tax credits were signed into law, 45 announced projects have been canceled, downsized, or closed entirely, wiping out nearly 20,000 jobs and $16.7 billion in investments.
What’s more, Trump’s Department of Energy announced today that it was killing more than $3.7 billion in funding for carbon capture and sequestration (CCS) and decarbonization initiatives. Eighteen out of 24 projects were awarded through DOE’s Industrial Demonstrations Program (IDP), which was made law in the Inflation Reduction Act. It aimed to strengthen the economic competitiveness of US manufacturers in global markets demanding lower carbon emissions, while supporting US manufacturing jobs and communities.
Executive Director Jason Walsh of the BlueGreen Alliance said in a statement in response to today’s DOE announcement:
The awarded projects that DOE is seeking to kill are concentrated in rural areas and red states. American manufacturers are hungry to partner with the federal government to bolster US industry. The IDP saw $60 billion worth of applications during the program selection process, a ten-times oversubscription.
President Trump claims to be a champion of American manufacturing, but today’s announcement is further evidence that he and his Secretary of Energy are liars.
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A Tesla prototype was spotted at the Fremont factory in California, sparking speculation that it’s the new “cheaper Tesla”, but it looks like a regular Model Y.
A drone operator flew over the Fremont factory this week and spotted a Tesla prototype with light camouflage on the front and back ends.
The vehicle is making a lot of people talk on social media and the media as many think it could be a new “affordable model” coming to Tesla.
Other than the camouflage, the vehicle looks just like a regular Model Y:
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It’s likely one of two things: a new “stripped-down Model Y” or a Model Y Performance.
Model Y Performance is the only version that Tesla hasn’t launched since the design changeover earlier this year.
The “stripped-down Model Y” is what will replace Tesla’s upcoming “affordable models.”
We have been reporting on this new vehicle program from Tesla for a while now.
It came to life just over a year ago as a pivot for Tesla after CEO Elon Musk canceled two cheaper vehicles that Tesla was working on, commonly referred as “the $25,000 Tesla”. Those vehicles were codenamed NV91 and NV92, and they were based on the new vehicle platform that Tesla is now reserving for the Cybercab.
Instead, Musk saw that Tesla’s Model 3 and Model Y production lines were starting to be underutilized as Tesla faced demand issues. Therefore, Tesla canceled the vehicles program based on the new platform and decided to build new vehicles on Model 3/Y platform using the same production lines.
We previously reported that these electric vehicles will likely look very similar to Model 3 and Model Y.
In recent months, several other media reports reinforced that, and Tesla all but confirmed it during its latest earnings call.
Considering this looks like a regular Model Y, it could be the new cheaper and less feature rich Model Y:
Some people are claiming that this vehicle looks smaller than the Model Y, but it’s difficult to tell as the black camouflage on the ends can confuse the eye.
It looks like a very similar size when it passes near other Tesla vehicles:
What do you think it is? Let us know in the comment section below.
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San Francisco-based founder Ahmed Shubber wants to emulate Elon Musk’s success in the electric construction equipment world – and he hopes his new, 32-ton electric bulldozer is enough to make the world sit up and take notice.
Since launching his company, Lumina, in 2021, Shubber has raised more than $8 million and grown the company’s global (!?) headcount to 26 people. That fruit of that team’s labor is the machine seen here. Dubbed “Moonlander,” the first-of-its-kind prototype occupies the physical footprint of something like a Caterpillar D6, but packs the blade and performance of the larger, more powerful Cat D9.
“A D6 could not push that blade,” David Wright, Lumina’s head of UK operations, told the assembled media at the Moonlander’s launch last week. “We can have that blade full of material, full dozing seven to nine cubic meters of material, for eight to 10 hours.”
“Even if you spend all morning heavy dozing and you’re a bit worried about how much juice you’ve used — well, your operators are going to take a union-mandated lunch break, right?” asks Wright. “Plug it in, and in 30 minutes, you’ve put 50% of power back in again.”
Shubber says Lumina is working to raise from $20-40 million for its Series A round to develop the company’s next electric equipment asset: a 100-ton electric excavator called Blade Runner. And, in a truly Tesla-like fashion, Shubber says he’s on track to hit an ambitious $100 million revenue target sometime in the next 24 months.
We’ll see how that unfolds in 2 year’s time, I guess. In the meantime, check out this Lumina promo video for Moonlander, below, then let us know what you think of Shuber’s take on an electric job site in the comments.
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