They're factoring in the fact that most people will take $7500-$10000+ off that price via tax credits (either themselves or via the leasing company), so it's a

They're factoring in the fact that most people will take $7500-$10000+ off that price via tax credits (either themselves or via the leasing company), so it's a $28-30K car. There's no avoiding the remaining markup: that's essentially the cost of the battery.