Why the Mitsubishi iMiev isn't expensive

Many people will have reacted with surprise when the price of Mitsubishi's new electric car, the iMiev, was announced on Tuesday.

For £38,699, you could buy a lot of different and exciting cars, or green ones for that matter – it is twice the price of the current eco King, the Toyota Prius.

But instead of viewing the iMiev as just another car, look at it as an entirely new piece of technology. See it in the same way as the latest iPod or Playstation and the price makes more sense.