Think is very clear on the target markets for the City. The company does not plan on competing with other major auto manufacturers nor on selling the City as a replacement for regular gas vehicles. In fact, it believes that the car will most likely be a family's second or third vehicle. Thus, the focus is on positioning it as an eco-friendly alternative for urbanites living in environmentally conscious cities to drive around town. According to Lock:
And a pile of dollars, too.We see ourselves as an urban city car specialist. We are not insisting this is a straight replacement for everybody for their internal combustion engine car. It's not the car that you want to do 200 miles in a day on. This is a car that's short, light, compact, easy-to-drive, has a 100-mile range, and in cities where there is congestion and infrastructure for charging, our car makes a lot of sense.
[Source: Plugin Cars]