In China, **Hyundai is under the pressure of a major overhaul of its electric vehicle (EV) strategy led by the official local launch of it’s Ioniq EV sub-brand and seen by two radical ideas. ** ** .
In addition, the two China-specific concepts that represent a radical departure from Hyundai’s established EV sales elsewhere are known as the Venus sedan and Earth SUV; they claim to be based on redesigned “lead, don’t follow” strategy for the Korean brand’S Chinese ev efforts.
Part of that is a new naming convention. Instead of adopting nameplates similar to its current EV models – like Ioniq 5, Ioniq 6, and Ioniq 9 – Hyundai will name its new lineup after planets in reference to “a universe centred on the customer”.
Its ideas are also visually distinct from existing models of Ioniq, ranging from the retro, in pixel-heavy look that was introduced by the Ioniciqui Q 5 to date.
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Venus concept
This is a “sleek one-curve profile” that includes the bonnet, cabin and boot in one smooth arch (headlining Venus concept) called Headlining the idea of headlining. It’s a lot different than Hyundai’S current electric sedan, the Ioniq 6, which is far more curvy than the angular concept.
The Venus concept is completed in gold, based on the planet it’s named after, and has a “lightweight roof structure” with obvious spoiler. Inside A “driver-focused interior” with layered mood lighting, “premium materials”, and a screen that nearly covers the width of the car.
The Earth is far more rugged on the outside, meanwhile; it retains its angular style and slim headlight features. Despite its loud body cladding and far stronger pieces on the front and rear bumpers, Hyundai seems to be playing for a more adventurous, outdoor spirit.
While its interiors are as radical in comparison to the Venus’, it departs with the monolithic dash-mounted screen for “air-hug” seats, “nature-inspired lighting”, and “subtle shy-tech features” to create a “comfortable and breathable” space.
Earth concept
This concept is largely unknown, with not much to be said of at least one other idea the platform on which they’ll be built. Whether they’ll be using a new E-V architecture (similar to the framework used by Hyundai’s E–GMP) that supports most of its current electric line is unclear, but it’d not be clear whether this will be an important part of their lineup.
Hyundai is also not yet clear whether it will launch its new China-based range of EVs around the world, but there are some suggestions that it could be in. This ambition, which is referred to as One’s “In China, For China and To Global”, may be the basis for the global expansion of either these new models or at least its latest tech stack.
Hyundai’s recently launched Elexio electric SUV is built in China through Hyundai’s joint venture with BAIC Motor and is exported to global markets such as Australia.
It’s already been the Beijing Hyundai joint venture for a number of Chinese-market models and it could be used by Hyundai to expand the global presence of these future EVs.
Hyundai Elexio
The most prominent push yet to sell EVs there will be Hyundai’s launch of its Ioniq ev sub-brand in China, which is the biggest trend that has been making it so far. Although its global distribution of EVs is widespread, it’s so far been slow to achieve a dent in the Chinese market.
In addition to the new Elexio, it has previously only been built and sold a few EVs in China including now-defunct Lafesta VE sedan. Importation of the Ioniq 5 N, it is a major importer there and has significant import duties; regularIonili Q 5, IIoniniQ 6 and Ionicip 9 are not available.
The Beijing Hyundai joint venture sold more than a million vehicles in China annually between 2013 and 2016, before sales dropped to 755,659 units in 2017 (2017). Despite their slight increase in 2018 they went downhill, selling just 125,726 sales in 2025 – its lowest number in approximately two decades.
This decline in sales is not entirely due to a weakness for Chinese market models, as the government of China also launched aggressive measures against brands from Korea after Japan introduced ‘US-made missile defence system’ during its 2017 launch.
Volkswagen ID. Unyx 08
AUDI E5
Hyundai’s announcement is consistent with recent plans from other brands to make a concerted effort regarding Chinese EVs. The EV5 from sister brand Kia, for example, is a Chinese-built EV related to the Elexio, and it’s also exported overseas.
Volkswagen is also involved in several partnerships with Chinese brands, through which it’s developed several EV and internal combustion models for the Chinese market. It also preceded Hyundai in outlining its “In China, For China” strategy.
Fellow Volkswagen Group brand Audi has also launched a China-specific EV brand in collaboration with MG owner, SAIC Motor, confusingly named AUDI. Meanwhile, the Group is withdrawing Skoda from China after a continued sales slide, with the Czech brand never launching any of its EVs there.
Japan’s brands such as Nissan and Toyota have also invested in China-specific EV development with their joint venture partners, while some like Mazda export similar vehicles widely to global markets including Europe and Australia.
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