Image Credit: Hyundai.Hyundai's newest electric SUV is quickly establishing itself as a major player in the growing EV market. The three-row Ioniq 9 is attracting buyers at a rapid pace, with many of them coming from rival brands rather than existing Hyundai owners.New sales and customer loyalty data show the Ioniq 9 is making a strong impression in one of the most competitive vehicle segments in the United States. Its combination of spacious seating, long driving range, and family-friendly practicality appears to be resonating with shoppers looking beyond traditional gasoline-powered SUVs.While impressive sales growth is expected from a newly launched model, Hyundai says one statistic stands out above the rest. Nearly two-thirds of Ioniq 9 buyers are completely new to the brand, highlighting its ability to win customers away from long-established competitors.AdvertisementAdvertisementThat level of conquest is especially significant in the family SUV segment, where brand loyalty has traditionally favored names like Toyota, Ford, and Honda.Sales Continue To Build MomentumAccording to Hyundai, Ioniq 9 sales reached 1,145 units in May 2026, representing a 279 percent increase compared with the 302 vehicles sold during the same month a year earlier.Although year-over-year comparisons for recently introduced vehicles can produce dramatic percentage gains, the automaker believes customer acquisition tells a more meaningful story. Data provided by S&P Global Loyalty shows the Ioniq 9 achieved a 64.3 percent conquest rate, meaning nearly two out of every three buyers previously owned a vehicle from another manufacturer.Hyundai says only the smaller Ioniq 5 has posted a stronger conquest performance for the brand in recent years.Buyers Want A Family SUV FirstImage Credit: Hyundai.Hyundai believes the Ioniq 9's success is being driven by practicality rather than its electric powertrain alone.AdvertisementAdvertisementMany customers are approaching the vehicle as a spacious three-row family SUV, with its electric drivetrain serving as an added advantage rather than the primary reason for purchase. Interior space, everyday usability, and driving range have become key selling points for families comparing it against traditional SUVs.That approach reflects a change in the EV market, where many buyers now prioritize how well a vehicle fits their daily lifestyle instead of focusing solely on battery technology or charging performance.Competitive Leasing Helps Attract New CustomersHyundai also credits competitive lease programs for helping bring new buyers into the brand. For many consumers, leasing reduces concerns about long-term battery durability, resale values, and the rapidly evolving pace of electric vehicle technology.Lower monthly payments can also make a premium electric SUV more accessible while giving customers the flexibility to upgrade in the future.AdvertisementAdvertisementThis strategy has helped Hyundai position the Ioniq 9 as an attractive alternative for households considering a move away from traditional gasoline-powered family vehicles.The Real Test Still Lies AheadImage Credit: Hyundai.Much of the Ioniq 9's early success has come from regions where electric vehicle adoption is already well established, particularly along the West Coast.The next challenge will be maintaining that momentum as Hyundai expands availability across more markets in the Midwest and Southern United States, where EV adoption has traditionally been slower. Continued success in those regions would further strengthen the Ioniq 9's position in the growing three-row electric SUV segment.The latest sales figures and customer loyalty data suggest Hyundai has found an effective formula. By emphasizing practicality, space, and value alongside electrification, the Ioniq 9 is convincing increasing numbers of Toyota, Ford, and Honda owners to make the switch.AdvertisementAdvertisementIf you want more stories like this, follow Guessing Headlights on Yahoo so you don't miss what's coming next.
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