With domestic sales already declining after the initial surge, Hyundai is targeting Europe and North America as the primary markets for its new flagship three-row electric SUV, the Ioniq 9. The first models have now arrived on European shores.
Hyundai first unveiled its Ioniq 9 in November 2024, while the full-size electric SUV made its public debut at the Brussels Motor Show in January 2025. It’s built on the same platform as its cousin, the Kia EV9, but features a more luxurious approach and an even larger battery to boost range to over 600 km.
Domestic sales are dropping, focus on Europe
Production of the Hyundai Ioniq 9 started in April. The flagship SUV is being built in Korea, as well as at its Metaplant America facility in the US, to avoid 25 percent import tariffs. However, according to reports by NewsIs, sales are already declining in its home market.
After selling over 1,000 units in April, the Ioniq 9 only moved 867 units in May and 767 units in June in South Korea. Meanwhile, exports, mainly toward Europe, are steadily increasing month by month.
Hyundai is hoping that the Ioniq 9 will find some success in European markets as a more premium alternative to the Kia EV9, while still being more affordable than the Volvo EX90.
The most expensive Hyundai ever
Although ‘affordable’ is still relative, as the Ioniq 9 is the most expensive Hyundai model to date. In Belgium, prices start at €70,999 for the base Core trim and range up to €86,999 for the fully equipped Calligraphy variant.
That makes it significantly more expensive than the Kia EV9, which is similarly sized and built on the same E-GMP platform. However, the Ioniq 9 comes as standard with a 110.3 kWh battery and up to 620 km of WLTP range. The entry-level EV9 features a 76.1 kWh battery and a range of 443 km. The larger 99.8 kWh battery for the EV9 brings the price up to €68,390.
Meanwhile, the other ‘premium’ 7-seater electric SUV on the market, the Volvo EX90, starts at €86,320 before options.
So Hyundai has created an attractive price point for its flagship electric SUV in relative terms. But it will still have to justify to customers that a Hyundai model, which used to be a synonym for a budget car, is worth paying a premium price. However, according to the initial reviews, the build quality and onboard luxury certainly don’t lag behind the competition.
