Hyundai has unveiled a new flagship electric vehicle that is drawing direct comparisons to one of Britain's most iconic luxury cars. Auto Express's Electric Vehicles Editor, Steve Fowler, has taken delivery of the new Hyundai Ioniq 9 for a long-term test to see if the hype is justified.
A bold step into the luxury segment
In recent years, Hyundai has steadily moved its brand upmarket, mirroring the trajectory of manufacturers like Volvo. The success of its Ioniq electric sub-brand, including the award-winning Ioniq 5, has paved the way for this new pinnacle model. The Ioniq 9 is a large, seven-seat SUV focused on comfort and luxury rather than outright sportiness, sharing its platform with the related Kia EV9.
Fowler's top-spec Calligraphy model, priced at £79,795 including optional matte paint, features a 110kWh battery promising up to 372 miles of range. It can accelerate from 0-62mph in 5.2 seconds and has shown an efficiency of around 3.1 miles/kWh in early use.
First impressions: Family approval and luxury touches
The Ioniq 9's first major outing was a family trip from Buckinghamshire to Kent on Friday 19 December 2025, perfectly showcasing its spacious six-seat layout with individual 'captain's chairs'. Feedback from passengers was overwhelmingly positive.
Fowler's mother-in-law, Selma, praised the smooth ride and easy access. His wife, Victoria, highlighted the comfort and heating of the middle-row seats. Even those in the third row, like his daughter Gemma, noted dedicated heaters to keep occupants warm. His sons Jack and Harry appreciated the abundant charging ports, storage, and advanced technology.
Behind the wheel: A surprising desire to drive
For Fowler himself, the Ioniq 9 has proven to be a car he actively looks forward to driving. He notes it is not a performance-oriented N model, but its quiet cabin, ample power, and comfortable ride make it a genuinely pleasant place to spend time. He suggests that models with smaller wheels might offer an even smoother experience.
The interior is built to a high standard, with clever design disguising the car's substantial size. Standout luxury features include an automated driver's seat that adjusts the backrest on long journeys to prevent aches and a configurable massage function.
The ultimate compliment: "It could be a Range Rover"
The most telling reaction has come from the public. Fowler reports that several people, including a current Range Rover owner, have directly likened the Ioniq 9 to the British luxury SUV. This was capped by an encounter with a stranger who pressed his nose against the window and remarked, "It could be a Range Rover, couldn't it," before walking away with an admiring glance.
This places the Hyundai in a competitive bracket that even challenges its corporate sibling, the premium Genesis brand. Steve Fowler will continue to live with the Ioniq 9 over the coming months, providing further updates on whether this Korean electric SUV can truly establish itself as a credible alternative to established luxury champions.
