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Keep it simple, stupid | 2017 Hyundai Ioniq Hybrid and Plug-In First Drive

The Ioniq is Hyundai's "golden medal project," conceived from the outset as a car to beat the Toyota Prius and be the most efficient on the market. Ki-Sang Lee, Hyundai's senior vice president in charge of eco R&D, promised that if they could accomplish that feat, he'd give every single engineer on the project a gold medal. The result of their work is an attractive trio – hybrid, plug-in hybrid, and electric – built on the company's first dedicated green vehicle platform. And Lee gave out more than 500 gold medals to his engineers. With a growing number of drivers – bolstered by Millenials replacing the buying power of baby boomers – who value efficiency and consider the environmental impact of their purchases, hybrids and electric cars should be a popular choice, right? While cheap gas has not helped to encourage people to make the switch to greener vehicles in the last couple years, the added cost and complexity of electrified cars have also been barriers to wider adoption. Hyundai's approach appears solid. The Ioniq hybrids are straightforward, affordable, and something drivers would be proud to own without appearing smug. So Hyundai has built the car people claim to want, but will the drivers show up at dealerships? The Ioniq is attractive for a number of reasons, not the least of which is pricing. The Ioniq Hybrid starts at $23,035, undercutting the Toyota Prius by $2,535 (with its base MSRP of $25,570). It's also more efficient, with EPA mpg figures of 57 city/59 highway/58 combined. The most efficient Prius (the Two Eco trim level) falls slightly short at 58 city/53 highway/56 combined. While the Ioniq Plug-In Hybrid doesn't have price or fuel economy figures yet – it doesn't go on sale until the fourth quarter of 2017 – we do know its 8.9-kW battery pack offers over 27 miles of all-electric range and can be topped off in 2.5 hours on a Level 2 charger. The Ioniq's green cred doesn't stop at its efficient powertrain. Sitting inside the cabin, you wouldn't realize that the soft plastics contain 25 percent sugar cane, or that the headliner and carpet contain about 20 percent of the same renewable plant material. There's no way to tell by look or feel that door trim uses recycled plastics mixed with wood powder and volcanic stone, making it 20 percent lighter. Interior metallic paints use soybean oil to lessen their environmental impact. Even better, it all agrees with the senses.

Hyundai reveals flying car among other wacky concepts [w/video]

Hyundai has held an IDEA festival for the past three years that gives its engineers a break from seat belts, and electrical harnesses and wheel arch moldings. Each festival serves up a theme for personal mobility, after that there's no limit - competing teams can come up with anything that serves the theme and are encouraged to get creative.
That's how you get concepts like the E4U 'egg car' (pictured); a single-stander mode of transportation that channels Mork from Ork. The oddest thing about the egg is not the yellow shell but the helmet the 'driver' wears. Other ideas included a flying car with 16 (!) rotors, a bicycle that could serve as a spare tire and a car with five joints. Although most appeared totally impractical, all were totally cool.
This year's festival is in the works, the theme being the rather ambiguous "R&D for customers," the point is apparently to come up with concepts that Hyundai customers might actually use. There's a video with scenes of last year's festival and a press release below (our vote goes to the Pandora).

Porsche, Hyundai invest in WayRay augmented reality for road and track

A number of incipient future technologies such as solid state batteries, Level 5 autonomy, and augmented reality simply await the breakthrough moments that will enable mass-market scalability. The last one of those took another step closer to its breakthrough with news of Porsche leading an $80 million Series C investment round for six-year-old Switzerland-based AR startup WayRay. The German carmaker was joined in the augmented reality play by Hyundai, JVCKENWOOD, China Merchants Capital, a group of sovereign wealth funds, and Alibaba Group, a previous investor. Porsche tied up with WayRay earlier this year on an AR project during Startup Autobahn, a European initiative devoted to automotive innovation. Sounds like the cooperation proved fruitful, with Porsche saying, "Their innovative ideas and products have great potential. We are convinced that on this basis we'll be able to offer our clients customized Porsche solutions," and putting its money where its windshield is. Blue chips have apparently backed the company because its AR solution is better than others out there, being smaller than competitor units, adaptable to any make and model, and usable over a much wider field of view, easing the strain on a driver's eyes. Hyundai said it wants to use the technology in its cars, and for applications beyond vehicles like an entire AR ecosystem incorporating smart buildings and smart cities. On the mundane safety side, the AR system could highlight crosswalks, warning signs, parking spots, construction zones, and provide more precise navigation directions all within the driver's natural line-of-sight. Porsche, unsurprisingly, is thinking about the performance aspects and widening the suite of digital services it can offer to customers. A short video and a series of graphics showed how a potential WayRay system could enhance the driving experience, especially on track. The Porsche driver not only gets an image of the ideal driving line laid down ahead of him, he could get prompts for braking and turning, a "ghost" car acting as rabbit to show him where he gains and loses time, lap times, track position, and more. As much as this kind of feature makes sense for the Porsche brand and the new Cayman GT4 owner working to hook up his personal best at his local track, WayRay's possibilities seem like an even better boon for hypercar buyers.