The strategy for pricing the Toyota Urban Cruiser EV will be very important, given that it will set the competitiveness of the electric vehicle in the growing electric vehicle market. Toyota faces a challenging balancing act: So it has to be priced low enough to attract buyers who might be weighing their first EV, but still profitable and perceived as a quality product. Since the Urban Cruiser EV will compete with other electric SUVs, but also with Toyota's own hybrid vehicles which have been popular for their balance of efficiency and affordability, its price will be compared to other electric SUVs and to the price of the company's hybrid vehicles. And how does that effective price for consumers compare to the price of a gas car, particularly when you factor in government incentives for EVs in different markets? It could mean everything from the sales volume to the image of the car and ultimately Toyota’s EV strategy.