Ford offers a new incentive on its Focus EV

Ford has become the latest automotive manufacturer to make a significant price cut on its all-electric vehicle in order to make the vehicle more attractive to shoppers. The typical electric vehicle is considerably more expensive than a comparable gasoline-powered version of the same car, mostly due to the costly lithium-ion battery packs.

Ford is chopping $4,000 off the price of its Focus EV for 2014. The move comes only a month after Ford executives said that the company wouldn't be making price cuts or entering into price competition with other electric vehicles on the market.

“It’s a price war,” said Karl Brauer, senior analyst at auto research firm Kelley Blue Book. “Incentives have a certain amount of swing, but when people hear a price, that’s what sticks.”

So far this year, about 41,000 electric cars have been sold in the United States through the month of June. While that sounds like a lot of vehicles, it's only about half a percent of all new cars and trucks sold in the United States.
As for the Focus Electric, as of June 12, Ford had only sold roughly 11,000 units since it launched in 2011.

With Ford’s huge price reduction, the new base price for the vehicle was $35,200. That still makes the Focus EV $6,000 more expensive than the Nissan Leaf. Once the $7,500 federal tax credit is considered the Focus EV can be purchased for $27,700.
The state of California continues to be the most popular place for electric vehicles and California offers an additional $2,500 tax credit on any electric vehicle, cutting the price of the Focus EV in California down to $25,200.

Source: Detroit News

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