A report out of S. Korea says Hyundai made Toyota nervous enough that they delayed the 2016 Prius launch:
Quote:
According to industry sources, Toyota postponed the production of its new eco-friendly vehicle after hearing that Hyundai Motor Company’s hybrid-only vehicle [...] provides a very high level of fuel efficiency.
[...]
Rumors have it that the fuel economy of the AE surpasses that of the new Prius, and Toyota is trying to find out how fuel-efficient the AE is.
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From:
Economic Fuel: Fuel Economy War Heating Up between Hyundai, Toyota | BusinessKorea
You can see a camouflaged, and generally Prius-shaped Hyundai "AE" prototype undergoing testing here:
Hyundai spotted testing Prius rival