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Can Hyundai Face Down Japan’s Hybrid Model in Its Own Backyard?

By Kim Hyun-cheol

Staff Reporter

Motorists will have a wider range of choices of eco-friendly vehicles after Japan's top hybrid makers decided to market their products in competition with Hyundai-Kia models.

With Toyota and Honda poised to release their versions, Hyundai-Kia's first commercial production of more fuel-efficient and eco-friendly vehicles is also underway.

Toyota's signature model, the Prius, will be available in Korea in October. The newest edition, which was released Monday in Japan, posted 75,000 sales orders even before its launch. Honda is also biding its time before introducing its hybrid, the New Insight, to Korean customers.