It’s no secret that Ford has failed to attract EV buyers with its Focus Electric in the US, and the fact that the automaker has operated a second consistent price cut speaks for itself.
Following a $4,000 price cut in July 2013, Ford has announced a $6,000 price reduction for the Focus Electric, effective October 13. The cut applies to all 2014 models and will continue when the 2015 models are introduced at the end of the year, a Ford spokesman said.
This means that the Focus Electric can be now bought for $22,495, including a $7,500 federal tax credit. “What we’ve been saying is the Focus Electric provides the design and engineering of world’s best-selling nameplate. We hope by cutting the price we give consumers another reason to consider it,” Ford spokesman Aaron Miller told Automotive News.
Even with the price cuts, people aren’t flooding Ford’s showrooms to get a Focus Electric. Ford has sold just 1,534 units so far this year, 15 percent more than during the same period last year, and is on track to surpass its best year: 1,738 sales in 2013.
While any sales growth is good, comparing Ford Focus Electric’s results with the Nissan Leaf is rather embarrassing for Ford. Nissan has sold 21,822 Leafs in the first nine months of this year, accounting for an increase of 36 percent.
Still, Ford hopes that the 2015 Focus Electric (pictured) will be more successful than the 2014 model. The Focus Electric has an EPA-rated range of 76 miles (122 km) between charges, compared to 84 miles (135 km) for the Nissan Leaf.
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