Hyundai Pushes Premium as It Rethinks Its EV Strategy in Australia
So, there’s been a lot of buzz lately around Hyundai’s approach to electric vehicles in Australia, and it’s got people talking. Basically, Hyundai has made it very clear—they’re not going to jump into a price war with Chinese EV makers. Even though brands like BYD, MG, and GWM are aggressively pricing their EVs lower, Hyundai says they’re not about to go down that road.
Right now, Hyundai offers six electric models in the Australian market. Their most affordable one, the Inster, starts at around $39,000 before on-road costs. At the other end of the scale, you’ve got the Ioniq 9, which is their most expensive model ever in Australia, retailing at just under $120,000. Compared to Chinese competitors, Hyundai’s models sit at a higher price point—but that’s entirely intentional.
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According to Don Romano, Hyundai’s new CEO in Australia, the company isn’t interested in slashing prices just to compete. He’s more focused on long-term brand growth than chasing volume. In fact, Hyundai is actively shifting upmarket, as seen with the launch of the Ioniq 9. The thinking is simple—if you’re always trying to be the cheapest, you’re just looking over your shoulder at competitors instead of driving forward with innovation and quality.
Romano even asked a pretty pointed question—how long can Chinese brands keep prices that low when everyone is using similar materials and technology? That’s where Hyundai’s strategy becomes clear. Rather than compete on cost, they’re investing in quality, brand perception, and a more premium customer experience.
Now, that doesn’t mean Hyundai is totally satisfied with how things have gone so far. In fact, Romano straight up admitted that Hyundai has done a “terrible job” with EVs in Australia. Despite launching multiple EVs since 2018, Hyundai only managed to sell about 2,689 electric vehicles in 2024, putting them far behind brands like Tesla, BYD, and even their own sister brand, Kia.
Romano believes the problem isn’t the cars—it’s the marketing, distribution, and the way Hyundai initially bypassed its dealers by selling EVs online. That move didn’t sit well with dealerships, and it’s something Romano says they’re now working hard to fix. The company is shifting back to a dealer-centric model, offering better support and training to help them push EVs more effectively.
So, Hyundai’s plan isn’t to be cheaper—it’s to be better. With models like the Ioniq 9 leading the charge and updates to the Ioniq 6 coming soon, Hyundai is hoping to carve out a solid place in Australia’s growing EV market. Whether that strategy will pay off long-term remains to be seen, but one thing’s for sure—they’re not looking in the rearview mirror anymore.
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