[Report] "Empathy Through Space, Aligned with Hyundai Motor's Electrification Strategy"

First Public Event at Luxury Residence in LA
"Building Bonds Through Space"... Future Donation to LA Museum

The Goldstein House, where Hyundai Motor Company first unveiled its large electric sports utility vehicle (SUV) Ioniq 9, is considered an iconic building representing Los Angeles (LA), USA. It features an architectural style that emphasizes function and practicality, popular in the Western world during the mid-20th century.

It is the residence of American businessman James Goldstein and is not usually open to the public. Located on the hills of the affluent Beverly Hills area in LA, it offers a panoramic view of the city. Hyundai explained that choosing this location to debut its flagship new model aligns with the company’s values in promoting electrification transformation.

The exterior of the Goldstein House in Los Angeles, USA, where Hyundai's large electric SUV Ioniq 9 was unveiled for the first time. About 300 people attended, including local reporters and company officials from overseas countries such as Korea, the United States, Canada, the United Kingdom, and India. Provided by Hyundai Motor Company

Jisungwon, Executive Vice President and Head of Hyundai Motor Brand Marketing Division, said on the 20th (local time), "Hyundai’s electric vehicle history, which began in 1991, has come a long way since starting ‘Project Ioniq’ in 2016 for future mobility research," adding, "At the core is the brand vision to deliver an innovative electrification experience to customers." He continued, "We wanted to show confidence as a top 3 electric vehicle brand in the US and demonstrate a strong commitment to electrification."

The Goldstein House is currently used as a residence but is planned to be donated to the LA County Museum in the future. Hyundai explained that this also aligns with the slogan launched with the Ioniq 9, ‘Space, Beyond Empathy.’ Emphasizing interior space in a large SUV is in the same context. The main marketing point is providing a space where customers, who feel disconnected in a complex society, can stay with the community and form bonds.

The exterior of the Hyundai large electric SUV Ioniq 9, unveiled for the first time at the Goldstein House in Los Angeles, USA. Photo by Hyundai Motor Company

Inside the Goldstein House in Los Angeles, USA, where the Hyundai Ioniq 9 unveiling event was held. The Goldstein House is the private residence of businessman James Goldstein, and in line with the Ioniq 9 unveiling event, exhibits related to the Ioniq brand were displayed. Provided by Hyundai Motor Company

Head Jisungwon explained, "The core of the Ioniq 9 was to realize a flexible space that customers can enjoy in their own way," adding, "Contrary to the stereotype that large SUVs are for older or family customers, we paid attention to data showing high interest among younger generations."

The Ioniq 9 unveiled that day is scheduled to be released overseas starting with Korea early next year, including the US and Europe. Hyundai also plans to engage in customer communication utilizing its past heritage, which it has emphasized so far. Head Ji said, "In the heritage that will continue into the future, the Ioniq 9 will play a pivotal role," adding, "Another strength of Hyundai is its expertise in designing ‘space on wheels,’ and the space of the Ioniq 9 is the result of concentrating this know-how."

Jiseongwon, Head of Brand Marketing at Hyundai Motor Company, is explaining about the Ioniq 9 on the 20th (local time). Photo by Hyundai Motor Company