Pity poor GM. After years of losses and being abused in the media for its lack of embracing fuel economy, the company is now being criticized for being too aggressive in pursuing a plug-in hybrid vehicle, the Chevrolet Volt.

While I was a smidge skeptical that the Volt might be a PR ploy when it was first announced, GM is betting with its wallet and marketing mouth that the car, which will go 40+ miles on a charge, will be for real. The Volt may be founded on uncertain battery technology, but I give the company credit for making an all-out effort to retake the lead from Toyota.

There is a huge risk to the company if the Volt isn't ready by 2011, especially if someone else is able to develop a plug-in hybrid before GM can. But throwing down the gauntlet has put battery makers and competitors on notice -- the plug-in hybrid must be built to satisfy consumer demand and to enrich GM's future.

Other auto manufacturers are responding to the heat, which is good news for everyone who wants to see a plug-in hybrid in their garage soon. There are still logistical challenges to volume use of plug-ins, but those will eventually get resolved.