Unleaded gasoline: $2.67 per gallon. Extra cost to cut fuel consumption with hybrid technology: priceless.

For Ford Motor Co.'s Lincoln upscale division, however, the definition of "priceless" means "no cost." Lincoln announced today that the price of its 2011 MKZ Hybrid is the same as a standard MKZ with a conventional V6: $35,180.

Pricing the hybrid MKZ identically to the standard version is a significant and potentially game-changing ploy that may put Lincoln on the map with hybrid enthusiasts and surely will cause competing automakers' marketers to watch customer response. And Lincoln's gambit also will test - for good and bad - the limits of hybrid-technology upcharge.