Hyundai Motor has launched a cheaper model of the Sonata hybrid sedan, with a price tag set below 30 million won ($26,300).

The new hybrid model is aimed at attracting more middle-income consumers as the eco-friendly vehicle has been quite expensive compared to gasoline-powered models.

“The new model is cheaper by about 1.1 million won than the original Sonata hybrid,” the company said in a statement Wednesday.

To lower the consumer prices, a spokesman said, several options including leather steering wheel are omitted.

Last year, Hyundai Motor Group chairman Chung Mong-koo instructed his staff to actively publicize at home and abroad that Hyundai Motor has become a global player with competitive technologies.

Despite marked growth in overseas sales, Hyundai had failed to garner international acknowledgement in the core technology sector.

But this year, Chung’s pride and promotion strategies could clearly be seen from his recent comments on the hybrid version of the flagship sedans ― Hyundai’s Sonata and its affiliate Kia Motors’ K5.

Their hybrid models were launched during the first half of the year.

During his own test driving of the vehicles and visiting Hyundai Motor’s U.S. factory between June and July, Chung called for group executives to implement active marketing activities for the eco-friendly vehicles.

The Hyundai chairman has continued to stress that holding high-end technologies is more crucial than any other factors in becoming a truly competitive carmaker.

By Kim Yon-se (kys@heraldcorp.com)