Hyundai is preparing for a major overhaul of its electric vehicle (EV) strategy in China, spearheaded by the official local launch of its Ioniq EV sub-brand and previewed by two radical concepts.
The Venus sedan and Earth SUV are two China-specific concepts that signify a drastic departure from Hyundai’s established EVs sold elsewhere, and are claimed to embody a new “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”.
The concepts are also visually distinct from existing Ioniq models, departing from the retro, pixel-heavy look introduced by the Ioniq 5.
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Headlining the Venus concept is a “sleek one-curve profile” that incorporates the bonnet, cabin, and boot into a single smooth arch. It’s vastly different to Hyundai’s current electric sedan, the Ioniq 6, which is far more curvy than the angular concept.
The Venus concept is finished in radiant gold, in reference to the planet it’s named after, and features a “lightweight roof structure” and a transparent spoiler. Inside is a “driver-focused interior” with layered mood lighting, “premium materials”, and a screen that nearly spans the width of the car.
The Earth, meanwhile, is far more rugged on the outside, but retains the angular styling and slim headlight elements. With pronounced body cladding and far more robust pieces on the front and rear bumpers, it seems Hyundai is angling for a more adventurous, outdoor vibe.
Its interior is just as radical as that of the Venus, though it does away with the monolithic dash-mounted screen in favour of “air-hug” seats, “nature-inspired lighting”, and “subtle shy-tech features” to create a “comfortable and breathable” space.
Not much else is currently known about these two concepts, including the platform on which they’ll be built. It’s unclear if they’ll use a new EV architecture separate from Hyundai’s E-GMP framework, which underpins the bulk of its current electric lineup.
It’s also unclear whether Hyundai plans to roll out its new China-focused range of EVs globally, but there are a couple of hints suggesting it could. One is its claimed “In China, For China, To Global” ambition, which may point at the global expansion of either these new models or at least its newest tech.
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.
The Beijing Hyundai joint venture has already been responsible for several Chinese-market models, and it’s possible Hyundai could leverage it to expand the global presence of these future EVs.
Hyundai’s launch of its Ioniq EV sub-brand in China will be its most prominent push yet to sell EVs there. Though it offers a wide range of EVs globally, it’s so far been slow to make a dent in the Chinese market.
Besides the new Elexio, it has previously only built and sold a handful of EVs in China including the now-defunct Lafesta EV sedan. The Ioniq 5 N is imported and therefore attracts significant import duties there, while the regular Ioniq 5, Ioniq 6 and Ioniq 9 aren’t available.
The Beijing Hyundai joint venture sold over a million vehicles in China each year between 2013 and 2016, before sales dropped to 755,659 units in 2017. While they rose slightly in 2018, they subsequently continued a downward slide, culminating in just 125,726 sales in 2025 – its worst number in around 20 years.
Not all of this decline in sales can be attributed to a lack of suitable models for the Chinese market, as the Chinese government also introduced retaliatory measures against brands from Korea after the country deployed a US-made missile defence system in 2017.
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.
Japanese brands like Nissan and Toyota have also invested in developing China-specific EVs with their joint venture partners, with some like Mazda also exporting such vehicles widely to global markets like Europe and Australia.