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Print 11 comment(s) - last by Mint.. on Feb 21 at 5:56 PM

Ford isn't expecting huge numbers for the Focus EV this year

Ford recently announced that it expects the coming year to be slow for sales of the Focus EV despite the fact that the automaker has certified 700 additional dealers to sell the vehicle. The automaker expects that the Focus EV will account for no more than 5% of its total hybrid and electric vehicle sales moving forward. Last year Ford sold only 685 Focus EVs accounting for about 2% of its hybrid and electric vehicle sales.

The increase from 200 electric vehicle certified dealers to 900 was done to help growth and increase availability for the Fusion and C-Max Energi hybrids, but the move also means the availability for the slow selling Focus electric will be expanded as well.


"Overall, it's meeting our expectations in the marketplace," said C.J. O'Donnell, Ford's group marketing manager of electrification, in a telephone interview. "I think as we expand the footprint, by definition, we will get more customers."

Ford notes that about 90% of the Focus Electric vehicle sales have come from California. That means outside the state of California availability in the remainder of the country has resulted in fewer than 100 Focus Electric purchases.
 
Ford has significantly discounted the Focus EV, but the discounts haven't spurred sales the way Ford hoped.

Source: Detroit News



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$39,200 starting price - 76 mile range
By tayb on 2/21/2013 9:57:05 AM , Rating: 3
The starting price is $39.2k and the range is 76 miles. Gee I wonder why sales are slow. I could buy a fleet of Kia's for that price.




RE: $39,200 starting price - 76 mile range
By tayb on 2/21/2013 10:01:40 AM , Rating: 4
I don't understand why car companies make their electric line ultra luxury only. Almost everything is a standard add-on. Why can't you buy the Focus EV without AC, no over the top infotainment system, cloth seats, and manual windows? These stupid standard features probably add 10-12k to the starting price not to mention reducing driving range by added weight/electricity draw.


By Manch on 2/21/2013 10:10:25 AM , Rating: 2
They don't add a whole lot to the actual cost of the car but the mark up is insane. Plus they're trying to distract you from the severe limitations of a reskinned golf cart.


By DanNeely on 2/21/2013 10:40:51 AM , Rating: 2
Only offering leather seats seems especially odd since there's a large overlap between the extreme green crowd that's the current primary market for electric vehicles and vegetarians/vegans who won't buy leather.


By Mint on 2/21/2013 12:27:24 PM , Rating: 2
It makes sense why they do it early on. They want eager early adopters to pay them as much as possible for being among the first to offer EVs.

This happens with pretty much any substantial item that only a few producers can make. Netbooks were overpriced for a while (because there all other 3lb computers were $1500+ at the time), and we're seeing the same thing today with Clovertrail tables. Some high end smartphones have ridiculous margins, and only recently have Apple and Samsung felt enough competition to reduce them a bit.

Nissan has introduced a lower priced Leaf now, so the market is progressing as expected. That was mostly due to efficiencies from domestic production, but new S trim also cut a few luxuries.


RE: $39,200 starting price - 76 mile range
By Mint on 2/21/2013 12:29:50 PM , Rating: 2
quote:
These stupid standard features probably add 10-12k to the starting price not to mention reducing driving range by added weight/electricity draw.
That's a gross exaggeration. Ford may tout the feature to be worth that much, but they cost maybe $2k at most, with leather taking up the bulk of that.


RE: $39,200 starting price - 76 mile range
By tayb on 2/21/2013 12:51:31 PM , Rating: 2
If Ford sells the add-ons for that price then it would stand to reason that without those add-ons the price would be substantially lower. It doesn't really matter how much it costs Ford to install those add-ons just as it doesn't really matter how much it technically costs to manufacture an iPhone. You don't buy things for those prices anyway.

You could make an argument that without the high margin add-ons the car is not profitable but I also have a hard time believing that. I would further counter that by pointing out economies of scale.


By Mint on 2/21/2013 5:56:01 PM , Rating: 2
Look, I don't know for sure why Ford is overcharging for the Focus EV, but it certainly isn't because of AC, power windows, or a stereo.

Nissan agrees with you, thinking that economies of scale and a lower end model lets them make more money and establish marketshare. Ford disagrees.


RE: $39,200 starting price - 76 mile range
By Dr of crap on 2/21/2013 10:13:42 AM , Rating: 2
While I agree with you, this is what the car makers have to have availble to get to the new CAFE numbers.

What is funny is if they have these available and they don't sell, do they STILL make the CAFE numbers? Because they aren't selling the higher mpg cars to offset the lower mpg vehicles??


By tayb on 2/21/2013 10:35:33 AM , Rating: 2
CAFE requirements are lab measured which generally overestimates by 20%+. CAFE requirement in 2013 is 36. EPA window sticker requirement is 27. It's substantially lower for larger footprint vehicles and trucks. I don't think Ford needed to create this to meet the standard.

quote:
What is funny is if they have these available and they don't sell, do they STILL make the CAFE numbers? Because they aren't selling the higher mpg cars to offset the lower mpg vehicles??


From what I understand, yes. They measure the fleet mpg using a harmonic mean of the fleet, not of vehicles sold.


By Mint on 2/21/2013 12:35:38 PM , Rating: 2
This is not about CAFE requirements, because they're not going to sell enough at this price to make a noticeable dent in average MPG.

It's just an image car. Even California's ZEV mandate was cut in favor of PHEV, which Ford has in the Energi lineup, though I'm not sure if a few ZEVs still need to be sold.


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