But I believe a better and more realistic competition has emerged, the race for viable hybrid electric and fuel-cell vehicles leading to the ultimate goal of emission free transportation within a hydrogen economy.
The bottom line? Giving us, the consumers, functional, good looking automotive options at a price we can afford. Something that we want rather than just need. A vehicle that helps us to feel good about doing the right thing, that doesn't make us regret our decision every time we look in the garage.
And what about the price of entry? Most people are willing to pay a little more to appease the conscience, but there's a limit. According to Reuters news agency, Ford is well aware of this and is prepared to make a financial commitment of its own - read sell the Escape Hybrid at a loss - to ensure its initial success, something it hopes will spin into a desire for more hybrid vehicles which in turn will cause the price of components to drop through economies of scale - or at least that's the theory.