Hyundai launches unexpected new brand as Ioniq spins-off into new division featuring fresh hybrid tech to better rival BYD and Chery

2026 Ioniq Venus concept

Hyundai has established Ioniq as a sub-brand in China, elevating the South Korean maker’s EV line-up to stand-alone status in a bid to outflank the increasing number of pure-electric competitors it faces in the critical Chinese market.

In announcing the move, Hyundai said, “In China, Ioniq will evolve beyond a product line-up into a broader mobility ecosystem tailored to local customers.

“While maintaining Hyundai Motor’s globally proven standards in safety and quality, Ioniq is being redefined through localised technologies, services and user experiences for China’s fast-evolving NEV [New Energy Vehicle] market,” it said.

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Ioniq’s initial China market-specific initiatives include introduction of autonomous driving systems developed with local partners, and for the first time, an Ioniq incorporating an internal-combustion engine in upcoming Extended Range Electric Vehicles (EREVs).

Hyundai is also introducing a unique naming convention for Ioniq in China with future models named after planets, “symbolizing how each vehicle orbits around the customer, the central focus of this new Ioniq universe.”

To that end, Ioniq has revealed a pair of pure-electric concept cars to “highlight Hyundai Motor’s readiness for China’s new energy vehicle market.”

Previewed before their first public appearance at this month’s Beijing Auto Show (April 24 to May 3), the Venus Concept sedan and Earth Concept family SUV are positioned as “two ‘planets’ in a new ‘universe’ of models.”

2026 Ioniq Venus and Earth concepts

Finished in ‘Radiant Gold’, the Venus sedan features a ‘one-curve silhouette’, lightweight, frame-structured roof and a transparent spoiler, while the wrap-around cockpit is designed to “evoke Venus’s glowing atmosphere with layered mood lighting.”

The Earth SUV has been conceived to “embody the vitality and biological balance of our home planet” blending “sharp edges and sculpted volumes” with details including skid plates and exposed bolt accents. ‘Air-hug’ seats are made of soft air modules and mood lighting is structured to mimic tree shadows.

Speaking at the Ioniq brand announcement, Beijing Hyundai Motor Company President Li Fenggang said, “Starting with the two concept cars unveiled today, we will continue to present products that reflect deep insight into Chinese customers and our genuine commitment to this market.

2026 Ioniq Earth concept

“Built on Ioniq’s uncompromising principles of world-class safety and quality, we will soon introduce production models that seamlessly combine the smart driving and smart cabin experiences that Chinese consumers demand,” he said.