Ford Won't Upgrade New Focus Electric, Has Only Sold 1,400 Since '11 Launch
June 12, 2013 3:54 PM
comment(s) - last by
The 2014 Ford Focus Electric won't receive any changes from the previous model year
Ford seems to have given up on its
Focus Electric compact car
, as it recently revealed that it won't make any changes for the new model year.
Ford said it won't make any vehicle upgrades or changes to the upcoming 2014 Focus Electric, which is expected to make an appearance this summer.
According to Nancy Gioia, Ford’s director of Global Electrification, electric vehicles (EV) aren't worth the money. Instead, the company is focusing (no pun intended) on hybrids and plug-in hybrids.
“The batteries are still very expensive,” Gioia said. “The pay back period is still tough ... BEVs are a hoot to drive. That is not the issue. The economic viability of it is. We still see battery electric as niche. We think that by focusing on the plug-ins and that awareness, we actually end up benefiting both the hybrids and the plug-ins.”
Ford currently has three hybrids, including the Fusion, C-Max and Lincoln MKZ -- and two plug-in hybrids, including the Fusion Energi and C-Max Energi plug-in hybrids.
Ford has only sold 1,416 Focus EVs since its December 2011 debut.
This pales in comparison to other EV makers, like Nissan. Nissan's Leaf hit 7,614 sales for the first five months of this year alone, with 2,138 of those sales in May -- a 300 percent increase over its sales in May 2012.
A large reason for the increased Leaf sales is its recent price cut. Nissan
slashed the entry-level price
of the Leaf 18 percent to $28,800 back in January.
Other electric vehicle makers are cutting prices as well, such as Honda. Its Fit EV lease dropped from $389 to $259 per month.
cut the Focus EV lease price
from $350 to $285 per month and even dropped the base price $2,000 to $37,995, Gioia said Ford won't make any huge cuts like other automakers.
“We’re not going to chase down to the lowest price possible — that doesn’t make sense to erode the brand image or the true value of the product,” Gioia said. “We’re going to continue to evolve that product — make it better and better ... We don’t see the need to push it like crazy and erode the image of it.”
Ford spent $550 million to retool its Michigan Assembly Plant for production of vehicles like the Focus Electric, C-Max Hybrid and C-Max Energi -- and even spent $450 million more in 2010 for EV engineering and production. The Michigan Economic Growth Authority also gave Ford tax credits totaling $188 million.
The Detroit News
This article is over a month old, voting and posting comments is disabled
RE: Ford Failed
6/13/2013 11:03:04 AM
I hadn't even realized it was out - and yet it's been out for a year and a half?!?
I live in Portland, a *VERY* big market for alternative-power vehicles. I see Volts and Leafs and plug-in Priuses and Karmas and Teslas all the time. Yet I have not seen a single Focus EV. (And yes, I pay attention to those things, for example being able to tell at a glance the difference between a regular Prius and a Prius plug-in.)
And their online car finder says there are two at Portland-area dealers. As compared to four Focus Titaniums. So they only have two available in one of the hottest EV markets in the country. (And I'm going to check to see if the same two are available a week from now - I bet they will be.)
"When an individual makes a copy of a song for himself, I suppose we can say he stole a song." -- Sony BMG attorney Jennifer Pariser
Ford Offers $10k Discount on Leases for Slow Selling Focus EV
January 25, 2013, 8:48 AM
Nissan Leaf Base Model Price Drops by More Than $6,000 to $28,800
January 15, 2013, 3:40 AM
Study Predicts Self-Driving Vehicles Could Rake in Billions
March 6, 2015, 8:34 AM
Dual-Motor Tesla Model S P85D's "Insane Mode" Shocks Passengers
January 28, 2015, 11:18 PM
2016 Cadillac CTS-V Packs 640 hp Punch with 200 mph Reach
January 23, 2015, 3:25 PM
BMW Testing Tech to Allow Users to Auto-Park, Summon Cars Via Smartwatch
December 16, 2014, 9:30 AM
Lamborghini Offers Up $6,000 Leather-Bound Android Smartphone
December 12, 2014, 3:12 PM
Quick Note: GM Teases Next Generation Chevrolet Volt
November 20, 2014, 3:26 PM
Most Popular Articles
Windows 10 Build 10056 -- What's New in the Latest Leak
April 13, 2015, 10:38 PM
Tech's Biggest Loser on Tax Day: eBay Pays Nearly 99 Percent Tax Rate
April 15, 2015, 3:28 PM
Sharp Unveils World's First "4K" Phone Display at Mind-Boggling 806 PPI
April 13, 2015, 11:24 AM
Editorial: TinEye is an Essential Search Engine That Too Few Know About
April 14, 2015, 10:58 PM
Mathematician's Sociological Formulation May Explain the "Hipster Paradox"
April 14, 2015, 1:13 PM
Latest Blog Posts
Sceptre Airs 27", 120 Hz. 1080p Monitor/HDTV w/ 5 ms Response Time for $220
Dec 3, 2014, 10:32 PM
Costco Gives Employees Thanksgiving Off; Wal-Mart Leads "Black Thursday" Charge
Oct 29, 2014, 9:57 PM
"Bear Selfies" Fad Could Turn Deadly, Warn Nevada Wildlife Officials
Oct 28, 2014, 12:00 PM
The Surface Mini That Was Never Released Gets "Hands On" Treatment
Sep 26, 2014, 8:22 AM
ISIS Imposes Ban on Teaching Evolution in Iraq
Sep 17, 2014, 5:22 PM
More Blog Posts
Copyright 2015 DailyTech LLC. -
Terms, Conditions & Privacy Information