Kia Plans Hybrid Rival to Prius

Kia Motors Corp. says within two years it will introduce a small hybrid five-door hatchback car to compete directly with Toyota Motor Corp.'s hugely successful Prius hybrid hatch, Autocar reports.

Code named DE, the new entry will ride on a custom chassis and use a powertrain that includes a 1.6-liter gasoline engine, electric motor and advanced hybrid-specific transmission.

The British enthusiast magazine says the hybrid-only design, styled as a wagon/crossover, will be about 4.3 meters (14 feet) long. That will make the car slightly shorter than a Kia Sportage crossover or VW Golf hatchback.

Sources tell Autocar that Kia settled on a relatively mainstream look for the DE's exterior after market research found consumer interest in a "less extreme" alternative to the Prius or Honda Insight.

The magazine's sources say the DE platform and powertrain will become a key part of Kia's future product development.

Kia has been marketing a hybrid version of its larger Optima sedan since 2011. The model combines a 2.4-liter, 199-hp engine, lithium polymer battery and electric motor to deliver a city fuel economy rating of 36 mpg. A standard piston-powered Optima has a city rating of 23 mpg.