Ford Now Expects Focus EV Sales Growth to Come Slowly
February 21, 2013 9:07 AM
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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
the Focus EV, but the discounts haven't spurred sales the way Ford hoped.
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RE: $39,200 starting price - 76 mile range
2/21/2013 12:27:24 PM
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.
"What would I do? I'd shut it down and give the money back to the shareholders." -- Michael Dell, after being asked what to do with Apple Computer in 1997
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