In the last time we heard from Better Place – a little less than two months ago – we’ve witnessed the unfolding of the company’s first functional battery swap station. And yet we were left with one big question mark hovering over the entire project: the price for the end customer.

This question is particularly crucial for the Israeli market, where the vast majority of people owns a car and uses it for their daily commutes and where gas prices are amongst the highest in the world – about $8.3 per gallon. And while the company has already unveiled its prices for the Danish market, it hasn’t revealed the price of the car and monthly subscription for the Israeli market – until now.

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When Better Place launched their Visitor Center in Tel Aviv, the attending journalists’ fingers couldn’t keep up with all the numbers and the promises flogged by the company chiefs: tens of battery switch stations to be built, hundreds of charging stations to be deployed and a thousand cars to be sold to Israeli customers each month.

Just over a year has passed since these statements made air, and in typical Israeli fashion – most of the goals were not met. Despite promising to begin delivery of cars in the beginning of 2011, Better Place has not sold a single car over the four months that passed since New Year’s Eve. And the number of battery switch stations built in Israel was – you guessed it – exactly zero. Until now.

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Optimism and food were the two abundant commodities at Better Place’s press conference yesterday morning, announcing the company’s first Visitor Center, established – how ironically – inside what used to be an oil tank in Pi Glilot, a former gas depot. It seems that the entire event and the resounding optimism around it were eclipsed by HSBC’s recent $350 million investment in the company.

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It goes without saying that it’s always good news for a business to be able to raise hundreds of millions of dollars on the financial markets. Just as important as the financial boost, such capital-raising also raises the profile of the company, presenting it as a viable investment and implicitly endorsing its underlying business plan. In the case of Project Better Place’s recent $350m funding boost however, the benefits might be largely limited to the firm’s balance book. Heavy participation by HSBC, Lazard and Morgan Stanley do help raise Better Place’s profile, but HSBC and Lazard are the only new investors in this most recent round of financing: Morgan Stanley, IsraelCorp, VantagePoint and other previous investors make up the rest of the round. This speaks to a fundamental challenge underlining Project Better Place: broadening, rather than deepening its appeal and support.

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How do you make the world a Better Place? If you ask Shai Agassi, president and founder of the eponymous American-Israeli Company, the answer lies in the development of an infrastructure that makes charging an electric car as simple as pulling over in a gas station. This deceptively simple idea has spawned an international project, which brings together automakers, governments, activists and scientists in a hugely ambitious attempt at creating the first localized electric vehicle charging infrastructures. With brand new technology, millions of tax dollars and the fate of at least one global automaker hanging in the balance, the evolution of Better Place is a crucial story in the rise of electric vehicles. But before we begin chronicling the build-up to this ambitious plan, we have to get back to the basics of EVs and their fundamental shortcomings.
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