Ford Focus Electric Gets Price Cut in Slow Market

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Detroit Free Press

Ford will drop the price of the slow-selling Ford Focus Electric by $4,000 for the 2014 model year, while holding the line on pricing for the rest of its new models.

Ford is not the only automakers to cut pricing on its EVs.

Ford is dropping the price of the slow-selling Ford Focus Electric by $4,000 for the 2014 model year while largely holding the line on pricing for the rest of its new models.

The new base price will be $35,995, including the $795 destination charge, when the 2014 Focus Electric goes on sale in the next few weeks, said Ford spokeswoman Amanda Zusman. “It keeps us competitive.”

The lower cost follows a general industry trend because even environmentally aware consumers aren’t paying the $10,000 to $15,000 premiums for battery-powered versions of affordable gas-fueled cars.

“The electric car price war continues,” said Karl Brauer, senior analyst at Kelley Blue Book. “Manufacturers are realizing that selling an electric car at a loss is better than not selling one at all.”

Nissan attracted a lot of attention earlier this year when it dropped the cost of the 2013 Leaf electric car by 18% to $28,800. Nissan offers 36-month leases as low as $199 a month and no-interest loans for buyers.

Honda apologized to consumers last month for a shortage of Fit EVs after sales surged with the decision in late May to drop the 36-month lease price to $259 from $389 with no money down, no mileage limit, a free in-home charger and collision insurance.

The new Fiat 500e is on sale now only in California. It is priced in the middle of the pack at $32,500.

Last month General Motors cut the price of the $39,995 2013 Chevrolet Volt by $4,000 to spur sluggish sales. Those incentives are in addition to a $7,500 federal tax credit and a $1,500 state tax credit for those who live in California. The California credit amount varies by vehicle.

 

 

 

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