Hyundai's Limited Edition Disney Ioniq 5 EV Has Hidden Mickeys and Little Markup

Disney celebrated 100 years of magical storytelling in 2023, and to help add to that magic, it enlisted Hyundai as an exclusive automotive sponsor for its Disney100 efforts. Those who watched the 95th Academy Awards got a preview of this relationship in a 60-second spot featuring the Ioniq 5 EV and Tucson SUV backed by that beloved earworm "When You Wish Upon A Star." At the 123-year-old New York International Auto Show, Hyundai unveiled the Hyundai Ioniq 5 Disney100 Platinum Edition, announced to go on sale in a limited run for 2024.

Update, Jan 2024:

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Disney and Hyundai have announced a limited production run of the Disney100 Platinum Edition Ioniq 5 EV, with 1,000 units on offer for a starting price of $59,400 before any additional delivery or destination charges are added (and it's $60,775 with delivery). The car will be spec'd with 320 horsepower and all-wheel drive. The limited production run is being marketed/celebrated with a short series of YouTube episodes of a road trip to The Walt Disney Company Studio Lot, Tam O'Shanter restaurant, Griffith Park, and the Palm Springs Air Museum with Disney actors Josh Peck and John Stamos. Here's the details of the original concept:

Pixels and Pixie Dust

The cross-car LED-pixel screens spanning between the head and tail lamps on the concept are perhaps the least likely to make production, though smaller screens between stock lamps might have a chance. On the concept these screens dazzle with pixie-dust and other Disneyesque animations. (Newer production photos indicate this did indeed change from the concept. )

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We're fairly certain all 1,000 of the limited-edition models will all be painted in Gravity Gold Matte, and wear the concept's Mickey ear wheel designs, featuring three stylized circles evocative of the modern Disney logo (though they're equally sized, rather than one big and two small). You can surely count on the Disney100 fender badges as well. 

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More Magic Inside

Keeping the kids entertained are a moonroof that looks like Tinkerbell etched it with pixie dust. Ambient edge-lighting of the glass makes it glow different colors as part of a "synchronized light show." The central infotainment screen gets a unique welcome animation featuring iconic Disney music, the Disney100 logo and more pixie dust. Then of course there are Disney 100 logos embossed in the headrests and center console and embroidered on the floor mats, while the door trim gets etched with an alternating pattern of Disney mouse logos. Somehow the concept managed not to include rear-seat entertainment screens telematically connected to Disney+ streaming—though we figure fans can just mount a pair of iPads with the appropriate app back there themselves. 

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Thoroughly Imagineered

In this first-of-its-Kind creative collaboration between Walt Disney Imagineering and an automaker, Hyundai vehicle designers developed visual creative details with input from Walt Disney Imagineering as well as entertainment brand and marketing personnel. The relationship isn't completely new, Hyundai and Disney Advertising, Disney CreativeWorks, and Marvel collaborated to release a campaign featuring title characters from ABC, ESPN and the Marvel Cinematic Universe as part of the 2022 Tucson "Question Everything" creative platform.