2017 Hyundai Ioniq Hybrid's Price is the Latest Blow for Toyota's Prius

Once upon a time, Toyota’s Prius was the only real choice for anyone looking to get into a futuristic “hybrid” car. The microscopic Honda Insight, looking like a tear dropped from a poet’s eye, held two seats — and that’s no good for taking your friends to book club.

As technology did what it has been known to do (advance), other automakers picked up the torch, outfitting conventional family sedans with battery packs and Atkinson-cycle engines. The segment soon became more diverse, just in time to see the public’s enthusiasm for hybrids taper off.

Now, from Japan’s neighbor, comes a new Hyundai model — offered as a hybrid or electric, and with a plug-in on the way — that undercuts the world’s most recognizable hybrid in price. Your move, Toyota.

As models roll out to dealer lots, Hyundai has announced pricing for both the hybrid and all-electric variant of its Ioniq family, all of which ride atop a dedicated electrified platform.

Selling a straight-up hybrid vehicle these days is tough, as buyers are either choosing to forgo cars in favor of big SUVs and crossovers, or opt for a plug-in variant that offers a measure of all-electric range. Both the Prius and Ioniq have plug-in models on the way.

Unfortunately for Toyota, the Ioniq Hybrid arrives with a lower entry price — $22,200, plus a $835 delivery charge, in base Blue trim. A mid-range SEL trim retails for $23,950, still lower than the base Prius price of $24,685 (plus delivery). Only the Ionic Hybrid’s top Limited trim goes higher with an MSRP of $27,500.

Hyundai, always the value pick, scores again on that front. When you’re a newcomer in a small and competitive market that isn’t exactly on fire, it’s best to do something to stand out. The Ioniq’s powertrain, which features a direct-injection 1.6-liter Atkinson-cycle four-cylinder mated to a 43-horsepower electric motor, makes a combined power rating of 138 hp, to the Prius’ 121.

While the Prius offers a continuously variable transmission for smooth efficiency, Hyundai has gone a different route, preferring the engaged feel of a six-speed dual-clutch automatic. For efficiency, Hyundai’s setup delivers more — an EPA-estimated 58 miles per gallon in combined driving, versus the Prius’s average of 52 mpg. (The Eco version is rated at 56 mpg.)

Coefficient of drag for both models is identical, at 0.24 Cd.

While it would seem the Ionic Hybrid excels in many areas, its electric counterpart arrives at a time when long-range, lower-cost EVs are beginning to hit the market. With 124 miles of range on tap, the Ioniq beats older models like the Ford Focus Electric and Nissan Leaf and matches the upgraded Volkswagen e-Golf. However, it falls far behind the Chevrolet Bolt’s 238 miles and upcoming Tesla Model 3’s 215.

One thing it does have going for it is price. The base Ioniq Electric carries a $29,500 MSRP before delivery, and before a federal tax credit that would push its price $7,500 lower. The Bolt, on the other hand, works out to about $30,000 after the credit.

After a radical redesign failed to result in a surge of new or returning buyers, Toyota’s Prius can only sit and chew its nails.

[Image: Hyundai Motor America]