Ford Motor Co will cut the price of its 2014 Focus Electric compact by 10 percent, dropping its starting price to $35,200, according to company spokeswoman Amanda Zusman. Ford will start rolling out the 2014 Focus Electric to dealerships in the next few weeks. The price excludes government credits and other charges.
The 2013 Focus Electric has starting price of $39,200. According to Zusman, the new price will keep Ford's first electric passenger car "competitive" in the market. Ford has produced 2,517 Focus electric cars and has sold 1,593 since launching it in 2012.
The carmaker sold 900 Focus electric cars in the first half of 2013. Ford joins General Motors and Nissan Motor in trimming the prices of their electric and plug-in offerings as other carmakers enter the segment with their own products.
GM announced in June 2013 that it would offer incentives of up to $5,000 on the Chevrolet Volt plug-in hybrid, which has a starting price of nearly $40,000, before federal and state tax credits. Earlier this year, Nissan trimmed the US price of its 2013 Leaf electric vehicle by over $6,000, dropping the EV's base tag to below $30,000.
Carmakers are under pressure from regulators in the United States to boost the fuel economy of their products by 50 percent over the next dozen years. Sales of electric-powered vehicles, however, continue to struggle, no thanks to a number of issues like travel range and lack of charging infrastructures.