The Korean car maker will in December launch its first hybrid model, the Sonata Hybrid, in its first overseas market, the US. It claims it uses the world's first parallel type hybrid system.
Toyota is the world's leading manufacturer of hybrid vehicles with success that has prompted once critical rivals to develop their own hybrids. But Hyundai says its Japanese rival has lost the leadership in the technology because many of its components have aged, while its hybrids are still too thirsty when driving at higher speeds.
"Toyota has [also] invested so much in it [the Prius technology] that they can't get away for a while from nickel-metal hydride [batteries]," says Dr Woong-chul Yang, president of the Hyundai Kia Motors research and development division. "They are less efficient, more heavy [than the batteries used in our hybrid].
"We are the first to go with lithium-polymer in a hybrid, which are slightly different to lithium-ion batteries but are safer without losing the performance.
"There are two deficiencies with hybrids [such as the Prius]. One is the highway drive: it is less fuel efficient than a regular car because of a lot of mass and a lot of friction.
"The second deficiency is that acceleration - it is not fun. There's the electric CVT [continuously variable transmission] feeling. It's not a fun to drive [vehicle].
"At high speed, the Prius's [fuel efficiency] is worse than a regular car. Our car is better than regular cars. We have better efficiency on the highway, and we also have a six-speed transmission that has a more dynamic feeling."
Hyundai says the Sonata Hybrid - the petrol-electric version of the car called i45 in Australia - achieves 40 miles peer gallon on the highway (about 5.9L/100km). This gives it class-leading honours for highway consumption against US rivals that include the Ford Fusion Hybrid and Toyota Camry Hybrid, although it's still shy of many modern diesel engines.
Dr Yang also argues that Hyundai's hybrid system is simpler and less costly than Toyota's set-up. He says that while the Japanese brand's Hybrid Synergy System employs two large electric motors - one to drive the front wheels, one to generate electricity - the Korean car maker's system features just one electric motor with a small starter generator in conjunction with a petrol engine.
Hyundai's system includes a large clutch that engages and disengages to allow for engine-only mode, electric-only mode, or combined. While the Prius can perform similar drivetrain variables, Dr Yang says the Sonata Hybrid's engine can also act as a generator.
He says 15 years ago there wasn't the computer or control technology available to engage or disengage the clutch at high speed. It would take about seven seconds back then, but Dr Yang says modern technologies have ensured the clutch operation time has now been reduced to less than a second.
"15 to 20 years ago Toyota chose its [hybrid] system," he says. "Toyota was very clever going around the idea [of not having a clutch between the engine and electric motor] - but with cost of having more [two electric] motors. It's already a pretty old idea.
Hyundai is aiming to sell its hybrid technology to as many other car makers as possible. The company says it currently has no plans to produce right-hand-drive versions of the Sonata/i45 hybrid, meaning countries such as Australia will miss out.
Most car makers are now developing hybrid cars, with the race on to use more efficient batteries. Toyota is gearing up to release a plug-in hybrid version of its Prius - the first Prius that can be recharged while also getting hybrid driving range - with lithium-ion batteries commonly used in consumer electronics such as mobile phones or laptops.
Fast emerging Chinese car makers are also developing electric and hybrid cars, with some teaming with battery manufacturers to fast track the technology.
Fast emerging Chinese car makers are also developing electric and hybrid cars, with some teaming with battery manufacturers to fast track the technology.
