It's a shame that there seems to be little marketing effort to push the Ionic into the limelight, I've been impressed with how well it behaves as a totally normal car while scoring great milage, and yet (unlike the Prius), didn't cost a premium for the drivetrain. Perhaps Hyundai are hoping for osmosis!
We were on a road here in the US (pun intended I guess) with the new CAFE regs which would have pushed hybrids into the mainstream. Every car would have been a hybrid, the car companies wouldn't have made any distinction ("that's just the way they make them now", shrug) and people wouldn't really have paid any attention.
Now they are rolling back all those regs and it will be 2007 all over again when some world crisis cranks US gas prices up over $4/gal again.
The car companies in general I guess look at this as a nerd technology that they need to market to nerds. Look at GM, that has, from time to time, been at the forefront of these technologies, with their aborted EV1 effort in the early 90's, to the mild hybrids they were doing, to the Volt. The mild hybrids hardly seemed worth the effort, while the Volt was kind of nerdy in some ways.
Why they can't implement a middle-of-the-road hybrid that isn't nerdy and still gets a lot better mileage than the "base" car, I don't understand. Many cars come in a base, luxury, and sport version...why not add a fuel economy version?
I applaud the "normalcy" of the Ioniq, but they still made a discrete model that puts it in the "weird" category, since there is an EV version. Eh, for all I know, the Hyundai dealers are doing a good job of selling the Sonata Hybrid, I wouldn't know because I don't go into a car dealer like normal people do. If I recall, the Sonata Hybrid has higher combined HP than the regular car. That's the way they should sell it, "this hybrid model has more horsepower and gets better gas mileage (42 vs. 29), but it costs $4500 more". Customer: "what does "hybrid" mean?" Salesman: "It's just more advanced technology, that's why it's more expensive".
The problem of course is it will only save $500 a year at current gas prices, and nobody wants to spend $4500 more to save $500 a year, when they can take that $4500 and buy the model where the doors close by themselves, because who wants to be closing a door? Sorry, the frivolity of people puts me in a bad mood.