Hyundai has decided not to wait until 2020 to get its fleet average fuel economy up to 35 mpg, aiming instead for 2015. That will provide several advantages for the Korean manufacturer, including earning credits for being ahead of the curve. Perhaps more importantly now that Democrats are controlling both Congress and the White House, there is a strong possibility that California may get its waiver for CO2 standards from the EPA. If that happens, Hyundai and everyone else will have to get well beyond 35 mpg. By targeting that amount by mid-decade, Hyundai will be a lot closer to the stricter targets.
Hyundai's strategy to get to 35 mpg is officially called Blue Drive. Blue Drive kicks off in 2009 with new "Blue" editions of the Accent and Elantra that will get better fuel economy at a lower price than current models. The following year, Hyundai's hybrid system will debut in the next generation Sonata along with a lithium-polymer battery. At about the same time a new CUV based on the HED-5 concept will go into production with a new 2.0L turbocharged direct injection engine. Over the following years, downsized turbo DI engines will also appear in other Hyundai models.
Toyota pretty much has the hybrid market cornered right now with its Prius sedan, and the automaker is reaping the benefits of the model's fuel efficiency in the form of record sales. This fact also makes Toyota the envy of various other automakers, considering that their hybrid sales make up a sliver of the overall market. This being the case, nearly every competitor is currently developing advanced hybrid models of their own, including Hyundai, which plans on offering hybrid models for sale in the year 2010.
According to Hyundai CEO Dr. Kim Dong-Jin, its new hybrid technology is "more advanced than the Prius." Don-Jin goes even further, calling the best-selling hybrid model "now quite old-tech." The first Prius was designed back in the late '90s while the current model has been on sale since 2002, and we all know how quickly technology advances. Still, calling out the Prius, which is pretty much the preeminent green car in the world, before your answer to it is even on the market, isn't likely to win the Korean company any friends. Plus, a next-generation Prius with a new version of the company's Hybrid Synergy Drive in on its way and will likely reach showrooms by the time Hyundai begins offering its own hybrid. Yes Hyundai, your first hybrid may be better than today's Prius, but can it beat tomorrow's?
