Skip to main content

Hyundai Teases Tesla Fighting Ioniq 5

Hyundai kicks up marketing campaign for Tesla-fighting Ioniq 5 EV with a new video teaser.


Hyundai really wants to keep the buzz going on its new Ioniq 5 EV that in our opinion is going to fight Tesla directly when it debuts in early 2021. That’s why the Korean automaker teased a new video tonight.

Unfortunately, it shows you nothing about the new midsize crossover utility vehicle. Instead, the video teases some aspects of the Ioniq 5. Take a moment to watch it [the video lasts 30 seconds] and see if you can pick up the messages.

Before we go any further, we should point out that the image at the top of this article is the Hyundai ‘45’ concept. It is not the Ioniq 5 but the new model is influenced by the concept, which is why we are showing it. See more details below.

According to Hyundai, the spot emphasizes three “extras” to be offered by the all-new model. “Extra Power for Life” calls attention to IONIQ 5’s vehicle-to-load (V2L) bi-directional charging capability. “Extra Time for You” highlights its fast-charging capability. And, “Extraordinary Experiences” hints at the BEV’s soon-to-be-announced array of features.

The Ioniq 5 will strongly fight the Tesla lineup because Hyundai is bound to make it an affordable competitor. Plus, buttressed by a much wider dealership network, the Ioniq 5’s ownership experience will be much simpler and more pleasant than what Tesla owners experience.

Previously, when reporting on the Electric-Global Modular Platform (E-GMP), a dedicated battery electric vehicle (BEV) architecture that debuts on the Ioniq 5, we highlighted that Hyundai EVs will be able to charge other EVs. You’ll also be able to run household appliances if need be off the battery.

The Ioniq 5 is based on Hyundai’s ‘45’ EV concept, which debuted at the 2019 Frankfurt Auto Show. At the time, Hyundai said, “The iconic character of 45 is defined by its monocoque-style body, aerodynamic and light-weight design inspired by aircrafts from the 1920s. The car’s name also owes itself in part to the 45-degree angles at the front and rear, forming a diamond-shaped silhouette that further foreshadows the design direction of future EV models.”

Hyundai 45 EV concept rearview

Hyundai also said its ‘45’ EV concept had new technology visible in its design. At the bottom of the door, a special garnish highlights its long-distance battery capability and, through active LED lights, drivers can intuitively know how much longer they can drive even before they get in the car.

The ‘45’ also strongly hints at what we might see on the Ioniq 5, such as a hidden Camera Monitoring System (CMS) that is equipped in the vehicle, leaving room for self-driving system applications, and other upcoming technologies to emphasize Hyundai’s open architecture for the future. The system uses side cameras instead of traditional wing mirrors to overcome visibility challenges caused by dirt gathering on the mirror offering progressively less visibility. The vehicles moves beyond this challenge by using an embedded turntable module, which rotates the lens past a brush for better visibility at all times.

Keith Griffin covers Hyundai and Kia at Torque News. He has been writing continuously about cars since 2002. Keith used to be a researcher/writer for US News & World Report, as well as numerous car sites, including Carfax and Car Gurus, and a contributor to The Boston Globe. Most recently, Keith was the managing editor for American Business Media. Follow Keith at @indepthauto on Twitter, on @LinkedIn and on his Indepth Auto Facebook page.


Mark (not verified)    December 12, 2020 - 5:50AM

The video tells us nearly nothing. Without proper spec we can't know if this is in competition with Tesla or not. And a dealership system is not an advantage. Tesla's online direct sale model is a huge advantage in my opinion. Almost everyone hates the dealership experience.