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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