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Should Hyundai Just Spin Off An IONIQ Sub-Brand? - CleanTechnica

Should Hyundai Just Spin Off An IONIQ Sub-Brand? - CleanTechnica
Source: cleantechnica
Author: @cleantechnica
Published: 7/28/2025

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The article discusses the challenges Hyundai faces in effectively selling its electric vehicles (EVs), particularly highlighting a personal experience with an uninformed and uninterested dealership salesperson during a test drive of the Hyundai IONIQ 5. This situation reflects a broader issue where many auto dealership staff lack enthusiasm and knowledge about EVs, which can hinder sales. A reader suggestion proposes that Hyundai should spin off IONIQ as a separate sub-brand, similar to how it created Genesis, to focus exclusively on EVs. This sub-brand could operate with dedicated showrooms and online sales, staffed by knowledgeable and motivated salespeople, potentially improving customer experience and boosting EV sales. The article supports this idea by noting that Hyundai already brands its EV models under the IONIQ name, providing a foundation for brand recognition. While there would be additional costs related to marketing, branding, and facilities, the benefits—such as better-informed sales staff and innovative sales approaches like no-haggle pricing and extended test drives—could outweigh these

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energyelectric-vehiclesHyundai-IONIQEV-sub-brandautomotive-industryclean-energyelectric-mobility