#2017HyundaiIoniq

Governments big and small can issue far-off bans on gasoline and diesel all they want, but in the here and now, no one’s stopping you from taking home a Ford F-350 crew cab for family hauling duties. There’s no shadowy apparatchik barring the front door at the local Dodge dealership, preventing you from signing on the dotted line for that 392 Scat Pack or Hellcat.

Choice, glorious choice, awaits us all. Enjoy it while you can. For now, only the number of coins in our pockets (and maybe our parking situation) can keep those automotive love affairs at bay.

So, is it any wonder few people buy an electric car? The future’s electric, CEOs tell us, but high prices, low ranges, and a fledgling recharging network means EV ownership was mainly — at least until the Chevrolet Bolt came along — the domain of those dropping big bucks on Mr. Musk’s long-range wondercars. Destitute, but still achingly green? A used Nissan Leaf can haul your butt across town for a price rapidly approaching $0.

Is there room in this lopsided landscape for a new Hyundai with no exhaust pipe, a price lower than the competition, and a body that doesn’t scream “status”? If there is, can you live with it?

If you want to beat Roger Federer or Novak Djokovic or Andy Murray or Rafael Nadal, you have to be better than Roger, Novak, Andy, and Rafa.

It doesn’t matter if it costs less to train you. It won’t matter if you’re better looking. It will never be sufficient to merely stack up better on paper; to be taller and stronger and younger.

You have to be better.

Sorry to have to break it to you this way, but, you’re not.

To upset a paradigm that’s been in place for two decades, the 2017 Hyundai Ioniq Hybrid can’t merely be less expensive than the Toyota Prius. People are willing to pay a premium for a superior known entity. The Hyundai Ioniq can’t merely be more attractive. Indeed, how could the Ioniq not be more attractive than the 2017 Toyota Prius? Moreover, the Hyundai Ioniq Hybrid won’t succeed simply because of superior on-paper achievements; of greater cargo space or hiproom or horsepower.

If the Ioniq Hybrid is to succeed at weaning green car buyers off their beloved Prii, the Hyundai Ioniq must be a better Prius.

It is. Mostly.

The Toyota Prius is struggling.

That’s not terribly surprising. Fuel prices are low. Efficient hybrids, plug-in hybrids, and electric cars are available at virtually every new car dealer. The Prius has lost its early adopter buzz.

Oh, and the 2017 Toyota Prius is a grotesque little creature, shaped for the wind; not your eyes.

Toyota sold fewer Prii in America last year than at any point since 2004. In 2017, Toyota expects to sell far fewer than in 2016.

Making matters worse is the 2017 Hyundai Ioniq Hybrid I’m driving this week. The Ioniq is $2,485 cheaper than the Prius. The Ioniq is, at the very least, less unattractive. The Ioniq’s interior is both more attractive and more straightforward. And hear ye this: the Hyundai Ioniq is rated at 55 mpg city and 54 mpg highway; better than the Prius’s 54/50 ratings.

But the Toyota Prius has witnessed the arrival of a direct competitor from a major passenger car player before. Yes, the Toyota Prius saw the Honda Insight and the Toyota Prius killed that Honda dead.

Will the Toyota Prius become a serial killer and murder the Hyundai Ioniq, too?

“It’s a headache,” said the Hyundai vice president in charge of eco-friendly vehicles of his company’s efforts to chase Toyota and others in building green vehicles, Automotive News has reported.

Speaking at a South Korean electric car expo, Lee Ki-Sang, senior VP of Hyundai’s Eco Technology Center, went on to state that 26 hybrid, plug-in, full-electric, and fuel cell models will arrive by 2020, but added that Hyundai and Kia’s relatively small home market of Korea will make these moves risky and “difficult.”

One would think that the executive charged with building and selling an innovative line of vehicles would discuss the development of said vehicles with more than a simple yawn.

Hyundai on Monday revealed its 2017 Hyundai IONIQ ahead of its official reveal at Geneva in March and my goodness it’s already yelling at me.

The hatchback has been in the works for some time by now, which we already knew. Hyundai cleared up some of the technical details that we were waiting on — but not its fuel economy, apparently.

Sheesh.