Ford teams up with SHFT to promote the Focus Electric

Article by Christian Andrei, on November 21, 2011

Did you know that almost half of U.S. car buyers can’t tell the difference between a hybrid, a plug-in car or a battery-operated fully electric one? That’s according to Ford’s research. Most automakers would cite mileage statistics in their ads but Ford would prefer to take an approach that’s more user-friendly and cozier.

Ford seeks to promote eco-consciousness to a younger generation and to achieve this goal, it has hired SHFT.com, a "new-media platform" created by actor Adrian Grenier and film producer Peter Glatzer.

Several documentaries will be seen at this site to illustrate sustainability concepts with the use of pop- culture elements involving film, music and design. Ford, which will be funding the documentaries, said that the focus will be on innovators that have created sustainable businesses. SHFT will work with Ford to promote the brand at events like film festivals.

Grenier said that SHFT.com recognizes businesses that apply the concepts of great design, sustainability and innovation. Ford will very soon begin to distribute its electric Focus hatchback in 19 markets throughout the country. It is priced at more than $39,000 (before federal tax rebate).

Ford Motor Company has launched the Ford Focus Electric, which is the carmaker’s first all-electric passenger car.

Ford Focus Electric has no carbon dioxide emissions and uses no gasoline. It is now the flagship car in the company’s expanding fleet of plug-in hybrid, all-electric and hybrid vehicles and will soon be available in Europe and North America.

Derrick Kuzak, Ford group vice president for global product development, says that the electrified vehicles flagship will showcase the company’s commitment to give their customers a variety of choices for fuel free or fuel efficient cars. Kuzak also explains that the car’s powertrain will make the car significantly more energy efficiency and emission-free while also maintaining the level of enjoyment that drivers can derive from the vehicle. It also has a range of driver information technologies that will change the way customers see their energy use and mobility needs.

Ford Focus Electric will be available in the later part of 2011. It is expected to give drivers a range that is sufficient for daily driving. The company says that it is a mile per gallon better than the Chevrolet Volt and works as well as other electric vehicles. It takes around three or four hours to recharge the batteries at home using a 240-volt charging station. That is half the time it takes to fully charge a Nissan Leaf.

The new electric car will have new technologies and features, such as a one of a kind version of the MyFord Touch system, as well as having a companion smartphone app and a new value charging feature. The stylish and elegant five-door hatchback uses the carmaker’s C-car platform that other Focus models use. The platform was first seen at the 2010 North American International Auto Show and it was then later launched at the Paris Motor Show.

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