Personally, I think Ford/Toyota's strategy is best. Any improvement in the pure EV space also impact hybrids. It's completely possible for battery tech to improve to the point that a hybrid option is basically no cost (or at a cost savings). As in, instead of offering a V6 or turbo 4, a Ford can offer a hybrid drive train at the same price as those engines, but with the better performance and fuel economy.
Also, keep in mind that Ford is a really a truck builder with a car division. The bulk of their profits come from F-series pickups and EV pickups are probably a long way off, but hybrid pickups are coming this generation.
I think Nissan and GM are capitalizing on the fact that Ford and Toyota are sitting back, watching how the market evolves. But so far, neither the Leaf, Volt, nor Bolt have earned any any real ROI.