• by Tanya Gazdik , November 8, 2022

Hyundai Motor Co. has created a short documentary highlighting the development of the Ioniq dedicated battery electric vehicle brand.

The 11-minute video, called “Defying Convention," aims to shed light on the company’s “radical new approach and innovative mindset” that resulted in the brand. A short version is also available on Hyundai Motor’s YouTube channel.

Since the inception of the Ioniq brand in August 2020, Hyundai has launched two models under the brand including Ioniq 5, a fully electric midsize CUV, and Ioniq 6, an electrified streamliner. 

Ioniq 5, the lineup brand’s inaugural model, has had a solid sales performance around the world. Ioniq 6 was launched this year and cements Hyundai’s commitment to electrification and future mobility, which ties into the company’s “Progress for Humanity” vision.

The documentary is narrated in English by Erin Baker, an automotive journalist and World Car of the Year juror, and includes Korean subtitles. Baker also promotes the video on TikTok and other social media. 

The film features interviews with Hyundai employees, executives and researchers who took part in the Ioniq 5’s development. It also details the thought process behind the development of technologies like the Electric Global Modular Platform (E-GMP) and the Vehicle to Load (V2L).

The documentary aims to represent everyone at the automaker who took part in making the Ioniq “a success story with a progressive mindset,” says Jay Chang, president and CEO of Hyundai Motor Company.

Hyundai is planning more “smart mobility solutions” including Ioniq 7, electrified N models as well as introducing robotics, AAM, PBVs and the development of smart cities in the future, he says.