Ford hopes to better compete with the all-electric Nissan Leaf

Ford introduced its Focus Electric hatchback in 2011 in an effort to appease government regulations calling for more “green” vehicles. The vehicle first hit the market with an MSRP of $39,995 (including destination fee). However, poor sales forced Ford to slash the vehicle’s price by over $4,000 — it currently retails for $35,995 (including destination fee).
Now, a new report from Leftlane News indicates that another price cut is coming to the Focus Electric, and this is the biggest reduction yet. According to an internal Ford sales dealer document that Leftlane News was able to obtain, the 2015 Focus Electric will have its base price dropped by $6,000 to $29,995.
In addition, since so many 2014 model year vehicles still sit on dealer lots unsold, those vehicles will also have their window stickers adjusted to reflect the new lower price.

The Focus Electric has been an absolute sales dud for Ford, although not nearly as bad as the Cadillac ELR. Through September of 2014, Ford only managed to sell 1,534 Focus Electric EVs. Even BMW’s more expensive i3 EV ($41,350 MSRP) managed to outsell it, with 3,104 units sold in just its first five months of availability according to Inside EVs.
Even more embarrassing is that the much more expensive Tesla Model S raked in sales of 11,000 units through September 2014.
However, the U.S. sales king for electric vehicles continues to be the Nissan Leaf. The Leaf, which has an MSRP of $28,890, has racked up sales of 21,822 units so far this year.

Sources: Leftlane News, Inside EVs

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