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Ford Focus EV  (Source: Ford)
Focus EV will be offered in limited numbers for 2011

The focus of much of the automotive industry today is on the development of hybrid and full electric vehicles. Some of the companies like GM and Nissan are already fielding EVs and hybrids.

Other car brands like Ford are taking a more cautious approach to the EV and hybrid market. Ford has several hybrid vehicles on the road today and plans to offer full electric vehicles and plug-in hybrids over the next few years. 
The Detroit News reports that Ford exec Sue Cischke outlined Ford's electric vehicle timetable at an electric car even in Washington.

Part of the details that Cischke revealed included the fact that the all-electric Focus that is expected in 2011 will not see significant production numbers until 2012. She said, "We had always said 2011, which we'll still do, but I think you'll see more of the concentrated volume in 2012. Right now, we're getting ready to provide a little bit slower entry."

Cischke declined to offer a specific number of Focus EVs that will this the roads next year, but did hint at the number. She claims that the initial production volume of the Focus EV will be in the middle of the production numbers of the Volt and the Nissan Leaf. GM has already stated that it intends to build in the 10,000 to 15,000 range the first year of the Volt and Nissan plans 20,000 of its Leaf EVs the first year.

Cischke said, "I think it's going to be somewhere between the two when we first start out. Certainly, if it was very popular, we'd be able to get more batteries and do what we need to do."

She also talked a bit about the driving range of the Focus EV stating that the 100-mile driving range number is necessary because the battery packs will degrade over time. That statement hints that in some conditions the range may be higher than 100 miles. Cischke said, "You need to have some margin there."

She also noted that Ford plans on watching how GM and Nissan market their EVs and will learn from their wins and losses. Cischke also noted that if the Focus EV proves to be very popular in the first year, Ford can get more battery packs and increase the production numbers as needed to meet demand.

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By Shig on 10/20/2010 12:19:21 PM , Rating: 1
I'd like to see them market EV's as a complimentary vehicle to your IC. The 2nd or 3rd car that your family absolutely should have. "It makes your SUV much cleaner!"

Trying to market EV's to people who only own one car would be a mistake.

RE: Marketing
By wookie1 on 10/20/2010 1:00:03 PM , Rating: 2
I think you've got it backwards. Requiring people to have 2 cars is a mistake. One car is enough hassle to maintain with tires, service, repairs, insurance, etc. Now you want me to have 2 cars just to sustain my basic needs?

I know your next argument is that families have 2 cars anyway, but this will just turn into the "who has to drive the minivan" argument between spouses. Plus, running out of juice with kids in tow will not be a pleasant experience!

RE: Marketing
By Shig on 10/20/2010 1:18:31 PM , Rating: 3
But 100 miles on your main just won't work for most people. I think of the next 5-7 years as the 'bridge' phase. EV's probably won't be in enough production to be mainstream for 10 years.

Plus EV's barely need any maintenence compared to an IC car. No oil changes, solid state and easily replaceable drop in parts.

I also think of an EV as an asset in a way. The batteries have multi-function use outside of just driving. You're also hedged much better against gas fluctuations in the 2 car model, yeah it would be a lot harder on the family, but at least you wouldn't be going broke on oil.

Running out of juice with the kids, ok you got me on that one. Yikes ;)

RE: Marketing
By Spuke on 10/20/2010 1:50:21 PM , Rating: 1
Plus EV's barely need any maintenence compared to an IC car. No oil changes, solid state and easily replaceable drop in parts.
Regular cars barely need any maintenance nowadays. Nissan says, "Maintenance costs are projected to be equal to or lower than comparably equipped gas-powered cars." Based on this statement, maintenance costs might be the same!! Seems to me, the amount of maintenance must be close to a gas car for them to not know what maintenance costs there will be. Or maybe they're deciding whether or not to charge more for maintenance. I predict that costs will be more but the amount of maintenance will be less.

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