Some of the technology that is available on the ELR like LED headlamps, Lane Departure, Collision Alert, Blind Zone Alert, Rear Traffic Alert, Adaptive Cruise Control and others are not available on other Electric Vehicles. The ELR is a luxury coupe that so happens to be an Electric Vehicle. If you want a fuel efficient luxury vehicle that has all the bells and whistles the ELR is the only vehicle that fits this criteria. The target of this vehicle is not the hardcore EV buyer but rather the broader luxury market, it also happens to be very efficient. I would imagine the buyers cross shopping would be looking at the high end CTS, E-Class coupe, 6 series and others that have similar type of luxury features.