Ford expects to increase Focus Electric sales with the $6,000 price reduction

Article by Andrew Christian, on October 28, 2014

When New York Times reviewed the new Ford Focus Electric in 2012, its headline tells it all -- "The Battery-Driven Car Just Got a Lot More Normal." Bradley Berman, the one who wrote the review, said the conventional and normal versions of the Focus have looks that are nearly identical, noting that the only visible indication that a model is the EV variant is the small 'Electric' badge.

Otherwise, the seats inside the Focus Electric were also “oh-so normal," Berman wrote. Since Ford commenced selling the Focus Electric, the figures were not so encouraging. In fact, Ford sold just 1,738 units last year – paling in comparison to Nissan’s Leaf EV.

Slow sales of the Focus Electric has taught Ford a good lesson, that customer don’t want their EVs look like just normal cars. The Nissan Leaf has its own body style distinct from Nissan’s conventional vehicles, and it has seen its sales linger at 21,822 units in the first nine months of 2014.

On the other hand, the Ford Focus Electric with normal looks has delivered 1,534 units in the same period, on pace to top the full-year sales in 2013. The slow sales of Focus Electric already prompted Ford to discount the model by $4,000 in July 2013.

Ford looks further to increase the demand for the Focus Electric by recently slashing its price by $6,000. This means that the model could be availed at $29,995, including shipping. With the $7,500 federal tax credit is accounted, a Focus Electric can be driven home for just $22,495.

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