The Ford Focus Electric has a base price of $39,995—minus a $7,500 federal tax credit and a $2,500 rebate in California. That puts its tab at $30,000, some $7,000 above the upscale Focus Titanium.

The more apt price comparison is probably with the Nissan LEAF, which carries a base price of around $36,000 (nearly $3,000 more than the 2011 model). The vast majority of LEAF purchasers are buying the higher grade SL model, which is much more closely equipped compared to the base Focus Electric. The LEAF SL comes within $2,000 of the Focus Electric's base price, for many consumers, the Focus Electric's better looks alone will warrant the extra $2,000.

Also, you are buying two important EV features, which the LEAF lacks:

• The 2012 Focus has a liquid cooled and heated battery which should help in delivering consistent driving ranges over a wider spectrum of temperatures. The LEAF has an air-cooled battery pack which results in a reduced range in temperature extremes.
• The 2012 Focus has a standard 6.6 kW on-board charger compared to the 2012 LEAF's 3.3 kW. This means the Focus can add about 30 miles of driving range per hour of charging at a standard 240 volt charging station whereas the 2012 Leaf can only add about 15 miles of driving range in the same time.

While the Nissan LEAF and Chevy Volt, with its base price of $39,995, have so far not competed directly due to the pricing difference and the differences in lifestyle considerations between all-electric and plug-in hybrid drivetrains, the Focus Electric base price is exactly the same as the 2012 Volt base price. What this means is not only will the Focus Electric be competing against the lower priced Nissan LEAF, it will also be competing against the Volt on price alone.

Consumers who are price averse will likely be driven to the LEAF and consumers who are range averse will likely be driven to the Volt. Interestingly, the Volt also has liquid cooled and heated batteries, further reducing the higher content argument. Can the Focus Electric win enough consumers based on better looks and faster home charging? It will likely be a hard sell, especially since it doesn't really matter how fast the Volt charges because it can always resort to using gas if need be.

The rollout of the Focus Electric has been purposely slow, according to Ford. According to the company, its manufacturing flexibility will allow them to meet whatever demand the market throws at them.