Hyundai had only brought out its first hybrid, the LPG-electric powered Elantra LPI. Toyota launched the Prius in 1997. The Federation of Korean Industries estimates South Korea's eco-friendly cars are technologically three to four years behind key competitors. Industry analysts credit Chung junior, who was a Kia president before moving to Hyundai, emphasizes on design. In 2006, he brought in Peter Schreyer, the former head designer at Volkswagen and who designed the successful Soul small car. But his arrival at Hyundai is will not displace his mighty father.
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