I'm not sure how it compares to "standard battery cable" price-wise, but it's way cheaper than its car audio counterparts. I've seen very few car audio power cables that were more flexible as well, and it's only because the jacket is more durable on the welding cable, a trade-off I'm willing to make 99% of the time. In addition, when comparing it to car audio power cables, often times they will claim the wire is a certain gauge, although they'll just put on a thicker jacket to make the thickness and short you on the diameter of the actual wire so it's not a true 0/1 gauge for instance. I've not encountered this problem with welding cable. Plus most welding supply stores will properly crimp on the battery terminal for you.