Hyundai Ioniq Plug-in Hybrid Priced Well Below Toyota Prius Prime in UK

Hyundai’s first European-market launch of its Ioniq Plug-in Hybrid indicates it will be very competitive with the Toyota Prius Prime, and Americans can only hope as wide a price undercut will be applied here as well.

The car – which began global sales February in Korea – has entered the UK with a sticker that’s 4,200 pounds ($5,424) less than the comparably spec’d Toyota upon which it was benchmarked.

More specifically, the Prius Plug-In Hybrid – as the Prime is badged over there – starts at 29,195 pounds (about $37,708), including a 2,500-pound government grant. The Ioniq Plug-In Hybrid will sell for 24,995 pounds including the grant.

In question is whether such a wide price gap might carry over to the U.S. for its fourth quarter launch.

The Prius Prime is already priced competitively with its own Liftback non-plug-in sibling, and is selling well, which means a cheaper Hyundai could do the same, but Hyundai is staying relatively mum.

It’s “much too early for U.S. pricing, but it will be very competitive with the Prius Prime,” said Derek Joyce, manager, product public relations for Hyundai Motor America.

A hint is already given however by the non-plug-in version of the Ioniq compared to the Prius Liftback. In the U.S., the Ioniq Hybrid starts at $22,200 and the Prius Liftback starts at $23,475. That’s a smaller $1,275 price differential.

Hyundai also emphasizes its 55-58 mpg surpasses the Liftback’s 52-56 mpg in the U.S., and the Ioniq PHEV similarly edges out the Prius Prime.

The automaker says the Ioniq plug-in gets 27 electric miles per charge and the Prius Prime is rated 25 miles.

In the UK market, Hyundai is also sweetening up equipment and trim levels. The entry level Premium package comes with 16-inch alloy wheels, Bluetooth, Apple CarPlay and Android Auto smartphone mirroring, smart cruise control, and an 8.0-inch infotainment screen.

SEE ALSO:  Five Ways Hyundai’s Ioniq Trio Competes With Toyota’s Prius

Premium SE adds leather facings in the seats, ventilation for the front seats, rear seat heating, rain-sensing wipers, Front Park Assist, and several other perks.

Polar White is the standard color, which is appropriate for the UK’s large fleet buyer segment. Other metallic colors include Marina Blue, Phoenix Orange, Phantom Black, Platinum Silver, Iron Gray, and Demitasse Brown.

“We anticipate keen interest from private buyers and fleet users alike, given the Plug-in Hybrid’s great value pricing and low tax rates,” Tony Whitehorn, head of the Hyundai’s UK office, said to Autoevolution. “With CO2 emissions of just 26 grams per kilometer, Ioniq Plug-in Hybrid is another milestone in extending the company’s product range of low-to-zero emission vehicles, which is central to our sustainability strategy.”



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