According to data from Pike Research’s annual Electric Vehicle Consumer Survey, the optimal price for a plug-in electric vehicle (PEV) to engage consumers is $23,750, but a quick pricing check reveals distance between want and reality: 2012 Toyota Prius PHEV ($32,000), the Honda Fit BEV ($36,625), and the Ford Focus EV ($39,995) (before federal incentives). These relatively high selling prices will constrain the market for PEVs in 2012. Nevertheless, the global market for plug-in electric vehicles will grow to more than a quarter million vehicles in 2012.