Ford Drops Focus Electric Price by $4,000

By · July 10, 2013

Ford Focus Electric

Ford has joined the ongoing electric car price war, cutting the M.S.R.P. of its 2014 Focus Electric hatchback to $35,995, including a $795 destination fee.That’s $4,000 cheaper than the previous model, which should place the Focus EV within reach of more car buyers. The price reduction makes the Focus Electric more competitive with the Nissan LEAF and other leading electric cars.

Even with the price cut, however, the base model Focus Electric—which comes with Ford’s famous Sync technology, reversing camera and navigation as standard—is still about $400 more expensive than the highest spec 2014 LEAF.

The price drop, first reported by InsideEVs, was confirmed by The Detroit News earlier today. The decrease comes less than a month after Nancy Gioia, Ford's director of global electrification,said that Ford had no plans to follow Chevrolet, Honda, and other plug-in manufacturers in dramatically reducing sticker prices of their plug-in cars.

With a 107-kilowatt electric motor, on-board 6.6-kilowatt charger and 23 kilowatt- hour lithium-ion battery pack, the Ford Focus Electric has an E.P.A.-approved range of 76 miles on a full charge. Unlike the LEAF, the Ford Focus Electric can only charge at 32 Amps maximum: there's no quick charge capability.

Window sticker clearly shows reduced price.

With an almost identical interior to the rest of the 2014 Ford Focus range, the 2014 Focus Electric combines a high-spec interior with room for five, plus enough cargo space to cope with daily chores. However, the cargo space in the Focus Electric is considerably smaller than that of either the gasoline Focus or the Nissan LEAF.

The Ford Focus Electric has a more conventional cockpit than many of its electric rivals. In addition, its liquid-cooled battery pack should mean it can handle life in extreme heat far better than the Nissan LEAF or Mitsubishi i, which could give it an edge over the Japanese duo in hot states like Arizona.

Historically, Ford has chosen to promote its plug-in hybrid vehicles—the 2013 C-Max Energi and Fusion Energi—over its all-electric Focus, leading some commentators to question Ford's sales strategies. Ford's Gioia believes that all-electric cars are niche products with limited economic viability.

Ford's price drop for the 2014 Focus EV could help the automaker sell more cars: In June, only 177 Focus Electrics were sold nationwide.

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