Hyundai Enters China Market with Ioniq Brand, Plans Four Localized EVs in Three Years

Hyundai Motor has announced that its dedicated EV brand, IONIQ, is officially entering the Chinese market. Its first mass-produced model will make its global debut at the Beijing Auto Show in April 2025 and go on sale in China later that year. Although IONIQ has been operating overseas for more than four years, this marks its first full-scale launch as a complete brand targeting Chinese consumers. According to Hyundai’s roadmap, IONIQ plans to introduce approximately four new energy vehicle (NEV) models in China over the next three years, spanning mid-to-large SUVs and coupes, offered in both battery-electric and range-extended variants. These models will be developed specifically for the Chinese market, led by Hyundai’s local design center in China, with an entirely Chinese design team. Two concept cars—VENUS CONCEPT and EARTH CONCEPT—have already been unveiled alongside the announcement. IONIQ vehicles sold in China will be equipped with CATL batteries and Momenta’s intelligent driving solutions and will be locally produced at Beijing Hyundai’s manufacturing facility. Li Fenggang, General Manager of Beijing Hyundai, stated that this move underscores Hyundai Motor’s strengthened commitment to the Chinese market. IONIQ was elevated by Hyundai Motor to an independent new energy sub-brand in August 2020, standing alongside Hyundai, Kia, and Genesis. As of May 2024, the brand has surpassed 500,000 cumulative global sales, with over 400,000 units of the IONIQ 5 delivered worldwide. The IONIQ 5 has previously won prestigious accolades including World Car of the Year, World Electric Vehicle of the Year, and World Car Design of the Year. In recent years, Hyundai has faced significant challenges in China. Beijing Hyundai’s annual sales have declined from a peak of 1.16 million units in 2014 to approximately 210,000 units in 2025, and its production footprint has shrunk from five plants to just the Beijing Plant No. 3. Its first model based on a dedicated EV platform, the E-GMP-based IONIQ 6 (marketed as “Yi Ou” in China), launched in 2025—roughly six to seven years behind leading Chinese domestic EV brands. Progress on its “Strategy 2025” initiative, announced in 2022, has so far been limited, with its current lineup still dominated by internal combustion engine vehicles. To accelerate its localization strategy, Hyundai appointed Li Fenggang—formerly Executive Deputy General Manager of FAW Audi—as General Manager of Beijing Hyundai in November 2025. This marks the first time in the joint venture’s 23-year history that a Chinese national has held this position. Hyundai Motor CEO José Muñoz has pledged to “triple down” on investment in the Chinese market. Industry analysts expect IONIQ’s vehicles to be priced between RMB 150,000 and RMB 300,000—a highly competitive segment where key rivals include BYD, Aito, Li Auto, Xiaomi, Leapmotor, and Tesla. IONIQ must establish clear differentiation and rebuild brand recognition in a mature and saturated market. According to consumer research, only 5% of Gen Z buyers express preference for traditional joint-venture NEV brands, compared to 42% who favor dedicated EV startups. The pricing and specifications of IONIQ’s first mass-produced model in China will serve as a critical indicator of how effectively its localized strategy is being implemented.