In a surprising turn of events, South Korean automaker Hyundai is relaunching the Ioniq as an EV brand. Back in 2015, Hyundai did the same thing with Genesis and rebranded the name from a sporty, two-door, rear-wheel-drive coupe into a proper luxury brand to compete with Lexus and prime German marquees.

“The IONIQ brand will change the paradigm of EV customer experience,” said Wonhong Cho, Executive Vice President and Global Chief Marketing Officer of Hyundai Motor Company. “With a new emphasis on connected living, we will offer electrified experiences integral to an eco-friendly lifestyle.”
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