Hyundai's European boss has admitted his 'surprise' at the success of the premium-sector Ioniq 5 SUV
Asked if there was a limit to how premium a future Hyundai could be pitched, Cole said: “Our experience with Ioniq 5 would almost suggest no. It’s brought such a rich conquest mix, and it’s probably a higher ratio of customers from premium brands than we’d anticipated. There is not necessarily a limit.
“With Ioniq 7 there was a bit of hesitation a year ago prior to Ioniq 5 about whether it was a car for Europe – but after the success of the Ioniq 5, we now 100 per cent think it’s a car that we can sell in Europe, and we will capture some premium brand customers with it. Brand loyalty doesn’t seem to be as strong in EVs.”
But Cole ruled out a wholesale premium switch for Hyundai, adding: “We want to keep the customer base we’ve got, we’re not trying to change our whole outlook, but we believe we can reach a whole new customer as well with EVs.”
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