Hyundai’s EV Effort Similar to Toyota’s ‘Prius family’ Venture

LOS ANGELES — Hyundai Motor Co. is the latest major automaker to plan a distinct brand to contain its coming onslaught of electric vehicles.

It will be a mission of brand identity and awareness as Hyundai brings the venture to life.

Hyundai pulled the name Ioniq from its existing eco-friendly compact hatchback, which comes in hybrid, plug-in hybrid and EV versions. The low-volume Ioniq was pitched as something of a rival to Toyota’s hybrid Prius, a nameplate that also was parlayed into a distinct brand effort at Toyota.

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