Hyundai has announced the creation of a new sub-brand dedicated to battery electric vehicles, Ioniq, as it looks to further its position as a leader within the mainstream EV market.

Similarly to how Hyundai’s Genesis luxury sub-brand inherited its name from a previously Hyundai-badged model, the Ioniq marque – a name which is a fusion of the words ‘ion’ and ‘unique’ – takes its name from the Hyundai Ioniq electrified fastback range, which is offered in hybrid, plug-in hybrid, and pure-electric variants.

However, the existing Ioniq range is not set to be re-launched and housed within the new Ioniq sub-brand – instead, the company is poised to introduce three all-new models to launch its new marque.

Set to be rolled-out over the course of the coming four years, the Ioniq range will all be built upon the company’s E-GMP model architecture that is set to offer fast-charging capbility, plentiful driving range, and allow models to feature an interior designed to be a “smart living space,” with features such as highly adjustable seats, extensive wireless connectivity, and a glovebox designed as drawers.

Set to launch in 2021 as the new brand’s introductory model is the Ioniq 5, which is a CUV based off the Hyundai 45 concept car first shown at 2019 Frankfurt International Motor Show.

Following this will be the Ioniq 6 in 2022, a sedan which draws its inspiration from the Hyundai Prophecy concept car, and the Ioniq 7 large SUV in 2024.

The creation of the new electric sub-brand comes following Hyundai’s recent announcement of its ‘Strategy 2025’ aim to sell one million battery electric vehicles and take a 10 percent share in the EV market by 2025.

As part of the revealing of the Ioniq sub-brand, Hyundai also staged a publicity stunt by turning the typically busy London Eye into the Ioniq brand’s ‘Q’ logo while the famed attraction is closed due to COVID-19 restrictions.

The Ioniq brand and its new, unique lineup is set to be rolled out from 2021 onwards, although it’s currently unclear which markets it will launch into.