Hyundai's Ioniq Hybrid looks decidedly more conventional than Toyota's new Prius.
Hyundai has not yet released pricing for the Ioniq family, but looking slightly below where Toyota prices its Prius equivalents is probably a good place to start.
The Ioniq's teardrop five-door shape is a boon for aerodynamics.
The Hybrid will be one of three Ioniq family models by the end of 2018, with the others offering plug-in hybrid and pure electric powertrains.
The Ioniq's interior boasts seating for five regardless of powertrain. Toyota's Prius Prime plug-in hybrid only seats four due to its battery-pack placement.
Hyundai says the Ioniq's dual-clutch gearbox affords sportier performance than its continuously variable transmission competition. We'll just see about that.