UTVs are a huge market.  According to one article[1], there were 670,000 sold between 2010 and 2012.  That&#x27;s about 223,000 per year.  They range from about $10K - $25K new, and are popular for hunting, recreation and outdoor work (think a mini pickup that can go anywhere).  If we assume the average purchase price is $15K, that&#x27;s $3.3 Billion in annual sales.<p>I&#x27;m amazed by how many people around me, in rural Idaho, have spent ~$15K on one.<p>But, even assuming this thing is real, no one is going to spend $42K on one.  Especially when I suspect there&#x27;s a significant overlap between &quot;people who are skeptical of electric vehicles&quot; and &quot;people who are likely to purchase a UTV&quot;.<p>You&#x27;ll notice they left price out of their comparison table, because it would look like this:<p>* NIKOLA ZERO: $42,000<p>* POLARIS RZR 1000 TURBO: $24,999<p>* CANAM MAVERICK TURBO:  $22,999<p>* ARTIC CAT WILDCAT: $20,999<p>And they&#x27;re comparing the Zero to top of the line most expensive models from their competitors.  I think the average purchase price is probably much closer to $15K on a UTV.<p>I will say that the pricing is the one thing that lends credibility to this company.  I expect building a good electric UTV really would cost close to $40K.  If I were just trying to build hype, I&#x27;d price it much closer to my competitors.<p>[1] <a href="https:&#x2F;&#x2F;www.sema.org&#x2F;sema-news&#x2F;2014&#x2F;07&#x2F;utility-task-vehicles-by-the-numbers" rel="nofollow">https:&#x2F;&#x2F;www.sema.org&#x2F;sema-news&#x2F;2014&#x2F;07&#x2F;utility-task-vehicles...</a>