Hyundai unveiled its first large electric SUV, the Ioniq 9. (Image courtesy of Hyundai Motor Co.)
LOS ANGELES, Nov. 22 (Korea Bizwire) – The Goldstein House, an architectural gem perched in the affluent hills of Los Angeles, traded its usual Hollywood glamour for automotive innovation on November 21 as Hyundai unveiled its first large electric SUV, the Ioniq 9, to an eager crowd of industry insiders.
The venue, a masterpiece of mid-century modern design owned by businessman James Goldstein and featured in films like “The Big Lebowski” and “Charlie’s Angels,” provided a dramatic backdrop for the world premiere, which drew approximately 300 journalists, influencers, and industry representatives.
The event marked Hyundai’s first standalone unveiling for an Ioniq model, departing from the online reveal of the Ioniq 5 and the Busan International Motor Show debut of the Ioniq 6. The choice of venue and timing — one day before the LA Auto Show — underscored the Korean automaker’s growing confidence in the U.S. market.
“As one of the top three EV brands in America, this premiere reflects our confidence in the U.S. market,” said Jee Sungwon, head of global marketing for Hyundai. “Los Angeles, with its high EV adoption rate, is the perfect location to demonstrate our commitment to electrification in the home of the full-size SUV.”
The unveiling itself was a carefully choreographed affair. At 4:30 p.m., as the black cover was pulled away from the Ioniq 9, the vehicle stood dramatically framed against sweeping views of Santa Monica Beach.
The Ioniq 9 stood dramatically framed against sweeping views of Santa Monica Beach. (Image courtesy of Hyundai Motor Co.)
Jose Muñoz, Hyundai’s Global COO and CEO-designate, expressed his enthusiasm: “After multiple test drives, I can confidently say this is an exceptional vehicle. It will be manufactured both at our Asan plant in Korea and at the Metaplant in Georgia.”
The mansion’s interior was transformed into an Ioniq brand showcase, while its former tennis court served as a networking zone complete with refreshments and a performance by Korean DJ Raiden. The terrace, offering panoramic views of Los Angeles, became the primary staging area for the reveal.
Hyundai chose the Goldstein House for its symbolic alignment with the Ioniq 9′s “Built to Belong” philosophy — a concept addressing the need for connection in an increasingly digital world. The company noted that the house, which will eventually be donated to LACMA, represents both architectural excellence and community heritage.
The unveiling comes amid Hyundai’s growing success in the EV market. The Ioniq 5 and 6 have both captured global recognition, with combined sales reaching 364,965 units globally and 91,869 units in the U.S. for the Ioniq 5, while the Ioniq 6 has achieved sales of 93,625 units globally and 22,933 units in the U.S. These achievements helped Hyundai and Kia secure second place in U.S. EV sales last year with 94,340 units, trailing only Tesla.
Both previous Ioniq models have won the prestigious World Car of the Year award, setting high expectations for the Ioniq 9. “Even amid global uncertainties, this launch demonstrates our unwavering commitment to electrification,” Jee added, emphasizing the strategic timing of the reveal before the LA Auto Show.
Kevin Lee (kevinlee@koreabizwire.com)
