<\/p>\n
Before reaching the end of \u00a0Ludwigstra\u00dfe\u00a0, Hyundai’s stand stands out prominently. The exhibit features four sections; the ends are marked by current models, with an \u00a0Ioniq 5\u00a0 on one side and an \u00a0Ioniq 6 N\u00a0 on the other. Meanwhile, two attention-grabbing design concepts occupy the center stage. On the left is the \u00a0Hyundai INTEROID\u00a0, a pumped-up version of the small electric vehicle that looks ready to take on a \u00a0Rallycross championship\u00a0.<\/p>\n
<\/p>\n
To the right of Martinet, the \u00a0Concept Three\u00a0 draws attention, a prototype designed by Eduardo Ram\u00edrez, head of the brand’s European design, who will provide insights on it. With Spanish influence at the helm, Jos\u00e9 Mu\u00f1oz, the global CEO, also holds significant responsibility for the brand globally.<\/p>\n
<\/p>\n
Both Martinet and Ram\u00edrez have engaged with Xataka about their upcoming release.<\/p>\n
The Fair Price<\/h2>\n
“Today we are unveiling the \u00a0Concept Three\u00a0. The production version will be launched next year. While we can’t confirm the official name, they can guess it since it bears the Ioniq branding,” says Martinet, who refrains from directly addressing the company’s production model.<\/p>\n
For now, the prototype stands as a \u00a0futuristic concept\u00a0, and while some may view it merely as a design exercise, Hyundai has taken creative risks with its electric versions. Skeptics might doubt its sharp front end or pixel lighting; yet, the latter is already present across all of the company\u2019s electric vehicles. The former, however, could easily draw attention when placed alongside the stunning \u00a0Ioniq 6\u00a0.<\/p>\n
The \u00a0Hyundai Concept Three\u00a0 appears to be the logical evolution of the \u00a0Hyundai CR-Z\u00a0, a car that balances everyday practicality with an appealing aggressive flair. Time will reveal just how bold the company will be with its final design.<\/p>\n
<\/p>\n
“It is a concept designed for the European, aerodynamic client, prioritizing efficiency but also spacious interiors,” highlights Eduardo Ram\u00edrez, the brand’s design head, who, alongside Martinet, is drawing in significant interest today.<\/p>\n
<\/p>\n
For this European customer, price is of \u00a0utmost importance\u00a0. “The Hyundai Ioniq starts at \u00a0\u20ac23,000\u00a0, and the electric \u00a0Kona\u00a0 is priced at \u00a0\u20ac37,000\u00a0. The production version of the Concept Three will fit perfectly between these two segments. For us, it is crucial to continue positioning ourselves in the heart of the European market, particularly in segments B and C,” Martinet emphasizes.<\/p>\n
<\/p>\n
This raises a fundamental question: Is the public prepared to invest between \u00a0\u20ac20,000 and \u20ac30,000\u00a0 in an electric vehicle, knowing it may introduce complications for long trips?<\/p>\n
<\/p>\n
![\"Hyundai](\"https:\/\/teknomers.com\/en\/wp-content\/uploads\/2025\/09\/1757610606_900_Xavier-Martinet-CEO-of-Hyundai-Europe-addresses-the-upcoming-challenge.jpeg\")
\n <\/div>\n<\/div>\n“Electric vehicles are only one aspect of Hyundai’s strategy. We are also continuously developing hybrid technologies, and maintaining this dual approach is essential,” adds Martinet. “It\u2019s important to illustrate that we can offer a robust selection of electric vehicles across various segments, and showcase that transitioning to electric is achievable.”<\/p>\n
<\/p>\n
This transition has two facets that Hyundai’s CEO is keen to highlight. “While electric vehicles tend to be pricier than their combustion counterparts, they come with advanced technology. However, considering the total cost, it becomes appealing due to lower maintenance expenses, as electricity costs less than gasoline. \u00a0Electrification is the path to decarbonizing\u00a0 the auto industry,” Martinet explains.<\/p>\n
<\/p>\n
Currently, Hyundai holds a \u00a03.8% market share\u00a0, stable compared to the previous year but with ample room for growth. “To add value as a brand, we must cultivate the desire for customers to choose our vehicles. Hyundai’s distinctive positioning hinges on its design and technology,” stresses Martinet.<\/p>\n
<\/p>\n
“Let\u2019s not be defensive; let\u2019s take the initiative. We are among the brands best positioned to withstand competition from China,” asserts Hyundai’s CEO for Europe.<\/p>\n<\/p><\/div>\n<\/div>\n
“Bold, modern, and surprising”\u2014these are the characteristics Eduardo Ram\u00edrez attributes to the brand\u2019s design philosophy, which forms a foundation for the company\u2019s offerings. “For the \u00a0Ioniq\u00a0 range, we’ve established a distinctive language defined by pixel lighting and an interior treated as a livable space. Each Hyundai vehicle carries identifiable traits, despite their differences in design,” he adds.<\/p>\n
<\/p>\n
Design is undeniably one of the cornerstones supporting the brand, alongside technology. “Take the \u00a0Ioniq 6 N\u00a0 for instance. We show that sustainability and advanced electrical tech can coexist with a thrilling driving experience, highlighting how \u00a0electricity and performance\u00a0 can be synonymous,” he emphasizes.<\/p>\n
<\/p>\n
![\"The](\"https:\/\/teknomers.com\/en\/wp-content\/uploads\/2025\/09\/1757610606_659_Xavier-Martinet-CEO-of-Hyundai-Europe-addresses-the-upcoming-challenge.jpeg\"\/)
\n <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\nThis approach will be crucial in markets like \u00a0Spain\u00a0, where price plays a vital role in a vehicle’s success. The influx of Chinese brands in Europe has maximized their focus on affordability and equipage.<\/p>\n
<\/p>\n
“Spain is one of our best markets, and we want to maintain that,” states Martinet, cautioning against the growing threat from Chinese competitors. “However, Hyundai is far more robust than it was 10 or 15 years ago, better equipped to resist and counterattack,” he adds.<\/p>\n
<\/p>\n
![\"Assemble](\"https:\/\/teknomers.com\/en\/wp-content\/uploads\/2025\/09\/1757610606_353_Xavier-Martinet-CEO-of-Hyundai-Europe-addresses-the-upcoming-challenge.jpeg\"\/)
\n <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\nAccording to Martinet, the focus now is on mobilizing customers beyond just price. “A decade ago, European customers bought Hyundai mainly for its affordability. Now, they choose our vehicles because they appreciate the design, innovative technology, and the exceptional service we provide in after-sales. We must continue this trajectory, especially as the Chinese challenge us to improve,” he reflects.<\/p>\n
With urgency, Martinet concludes, “Let\u2019s not play defensively; let\u2019s aim for the offensive. \u00a0Our goal is to score more points than our rivals\u00a0 every time we release a new model or excel in customer service. We are one of the brands most likely to withstand competitive pressures from China.” <\/p>\n
Photos | Hyundai<\/p>\n
In Xataka | Hyundai Ioniq 9, first impressions: a spacecraft of \u20ac80,000 that places Hyundai in another dimension<\/p>\n