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.
New Ford Focus Electric was designed to deliver superb levels of energy efficiency, reliable operation and real driving enjoyment. Its pure electric powertrain and single-speed transmission allow for superior responsiveness and smooth acceleration, allowing drivers to go as fast as 84 mph (136 km/h).
Since the steering, handling and braking feel of the new Ford Focus Electric are similar to those of the conventionally powered Focus models, the EV has essentially become a dynamic driver's car. Moreover, since the Ford Focus Electric has no conventional engine and boasts of superb aerodynamics, its occupants are afforded with a quiet and comfortable in-car experience.
Sherif Marakby, director of Ford's electrification programs and engineering, remarked that the Ford Focus Electric didn’t lose the dynamics and quality of driving a conventional car. He noted that the Ford Focus Electric shares several premium components and features as the gasoline-powered Focus, while being able to deliver unique efficiencies and an exciting driving experience.
Ford has loaded the new Focus Electric with an array of standard safety and security elements. These include six airbags, electronic traction control and hands-free SYNC telephone connectivity as well as MyKey for North American customers. The new Focus Electric also makes use of extensive eco-friendly materials like bio-foam seat cushions and recycled fabrics.