Ford 1st automaker to offer hybrid, gas model at same price

Other automakers charge premium to cover additional technology

Promoting hybrids helps automakers meet new EPA fuel economy standards

Also helps bring down cost of hybrids

Competition will notice but no other premium hybrid ready to make similar offer

2011 Lincoln MKZ Hybrid will have starting price of $35,180

That's same price as gas version

Ford has no plans to extend similar offers on Ford branded hybrids

MKZ Hybrid price is less than 2010 Lexus HS 250h hybrid

Move should help Lincoln distinguish itself as Mercury phases out

"It's very big news and I give Ford thumbs up for making it happen." -- James Bell, executive market analyst, Kelley Blue Book

"Lincoln is about delivering luxury standard. Customers are very enthusiastic about the MKZ Hybrid and we think they will be even more excited to learn they sacrifice nothing to be able to go green in style." -- John Felice, general manager, Ford and Lincoln marketing

"It may be an experiment to see how it works. It's an interesting and courageous move." -- Jim Hossack, consultant, AutoPacific