Focus Electric Better Competes With A New Lease

4 years ago by Alan Campbell 19

2014 Ford Focus Electric Now Starts At $35,200...$4,000 Less Than The 2013 Edition

2014 Ford Focus Electric Now Starts At $35,200…$4,000 Less Than The 2013 Edition

Ford just launched a new 2013 Focus Electric lease, along with the launch of the 2014 $35,200 Ford Focus Electric, and now the EV choice for the price conscious consumer just got a little more difficult.

2014 Focus Electric in White Platinum Metallic Tri-Coat.

2014 Focus Electric in White Platinum Metallic Tri-Coat.

Nissan caught the consumer’s eye with the $199/mo, $1,999 down lease for the 2013 Leaf S.  Which sounds good until the consumer realizes it is lacking some of the content most expect in an EV.  No navigation system, no CarWings to remotely start and check battery charge status, no LED headlamps, no upgraded stereo, and most of all no 6.6w charger.

Which is why very few of the consumers who lease the 2013 Leaf ultimately choose the lower trim level Leaf S at $199/mo with $1,999 down.  With most still opting for the more feature loaded Leaf SL, where in Los Angeles is at $269/mo with $1999 down, which includes all the SV features, along with the quick charge port and leather seating.

But for those who never plan to use public charging, and prefer cloth seating, the Leaf SV trim level starts that at $249/mo and $1,999 down, offers more of the basic features an EV consumer is looking for, like the navigation system, CarWings for remote access to your Leaf and the faster 6.6w onboard charger, and the quick charge port is optional.

2014 Ford Focus Electric Offers Reasonable Seating For Five

2014 Ford Focus Electric Offers Reasonable Seating For Five

Then there is the new lease for the current 2013 Focus Electric at $229/mo and $2,028 Down.  With the Focus Electric you get the features of the Leaf SV, and the 17′ wheels, automatic headlights of the Leaf SL, along with cloth seats and available leather, upgrade Sony stereo with 9 speakers, at $20/mo less than the Leaf SV and $40/mo less than the Leaf SL.  But if you need the quick charger for public charging, the extra $40/mo for the SL might be worth it.

It is expected that the new lower priced $35,200 2014 Focus Electric, would have a slightly higher lease or higher down payment when announced, to account for the newer model year, but the 2013 lease deal is good until 9/3/2013.  Ford also agreed with other manufacturers that they would offer the combo charger on a vehicle in 2014, so we could still see the Combo Charger as an option for the 2014 Focus Electric when it officially launches on July 15th.

Either way, let’s hope this new lower sale price and lower lease price can boost Ford’s EV sales up from their current level of about 180 monthly to do their part with the EV effort.  It’s doubtful that Ford will really market the FFE based on their production constraints.  However, word of mouth about discounts and lower prices fly faster than anything…but we will see.

So it seems no matter which automaker you choose, it’s becoming a better and better time to own/lease an EV.

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19 responses to "Focus Electric Better Competes With A New Lease"

  1. evnow says:

    “Which is why very few of the consumers who lease the 2013 Leaf ultimately choose the lower trim level Leaf S at $199/mo with $1,999 down. With most still opting for the more feature loaded Leaf SL, …”

    Let me guess, you pulled that “information” from thin air.

    Most people are opting for SV and S has been chronically short on supply.

    Sorry, for undermining your primary argument for FFE in this article.

    1. Jay Cole says:

      It is hard to conclusively draw a ‘why’ the SL sells the best historically…constrained demand or consumer popularity, but the ‘top-o-the-line’ edition has always been the best seller so far for Nissan.

      …will be interesting to see how the breakdown plays out in a few months, then we will know for sure how the new $28,800 edition LEAF is going.

      1. Taser54 says:

        Aren’t the lower trim level Leafs supply-constrained? I thought that I read that the Nissan grossly underestimated the demand for that trim level?

        1. Jay Cole says:

          AFAIK Nissan did an initial run/set of “S” models then shifted to SV/SL- so there was a disconnect for awhile, now they are just building out/trying to fill demand across the board/country.

          1. evnow says:

            Jay, AFAIK, that isn’t the case anymore with ’13. Ofcourse my “proof” is anecdotal from the forum & talking to the largest Leaf dealer. SV is selling the most – and S is seeing a much stronger demand than Nissan (and dealers) had anticipated.

            1. Jay Cole says:

              Yes completely agree that the S was way underestimated/underbuilt by Nissan. In some regions Nissan was trying to convince dealers to take the S in a ratio of 1:20 for their PTS…which was crazy. Now they have a bit of a vacuum there.

              And I would believe the SV could be the new best seller for the 2013 model, the upsell jump is probably much easier from the S to the SV as opposed to S to SL

              1. evnow says:

                In ’11 & ’12, QC came only with SL. That made SL an obvious choice. And then there was the SLe model for the EVProject. Now SL is really only for people who want leather – and as it turns out SV for people like me who don’t want leather.

                1. I know someone trying to get a black S in NJ now and there is only 1 within 500 miles. In fact there are only a couple S trim cars available within a radius of a few States here.

    2. Sam says:

      From reading the mynissanleaf.com forums I agree that it seems that that S version isn’t widely available. The Nissan dealer near me only advertises the SV and SL versions of the Leaf and it’s been that way for a while now.

      The S version is also lacking the more efficient heat pump feature. That is it’s biggest drawback in my opinion. But I don’t care too much about the Carwings feature.

  2. Aaron says:

    The ONLY reason I wouldn’t get a base LEAF is because it doesn’t have the regenerative braking mode that the SL/SV has. I always run my i-MiEV in the highest regen braking mode which greatly extends my range in the city. Otherwise, I can do with the 3.3kW charger, no CarWings, etc.

    1. io says:

      The 2013 Leaf S regenerates at least as well as all 2011/2012, and the same way as the 2013 SV/SL, when releasing the accelerator (esp in Eco mode) or when braking. What it lacks is a dedicated “slow down” button.

      Just like you otherwise, I could do without all the features the higher trims provide, and only maybe regret the heat-pump heater.
      I would absolutely not give up quick-charging though, it saved my sorry behind too many times. 6kW is needlessly fast for overnight recharging but way too slow on the road — there I want 50kW, miles in minutes, not hours.

      1. Foo says:

        Good points, but 6kW is still good for those of us who charge during the day and need or try to share charging sports with others. For example, at work, I can fully charge my Ford Focus EV in about 4 hours in the morning, and free up the charging spot for a co-worker in the afternoon. Likewise, when I’m the afternoon guy, I can still fully charge by the time I need to leave work.

        I suppose faster charging would be nice, but since the only thing it would let me do (with a car like the Focus or Leaf) is drive for about an hour (travelling 70 miles at freeway speeds) and then charge for an hour, repeat, repeat, etc., it just doesn’t seem very useful. My effective speed would be about 35 mph (and that’s also assuming that a charging station will magically appear every 70 miles).

  3. scottf200 says:

    They appear to be serious as they are building them in Europe as well. Hard to call them CA compliance only then.

    Ford Focus Electric Production Begins in Europe
    http://media.ford.com/article_display.cfm?article_id=38146
    and
    https://insideevs.com/ford-focus-electric-priced-from-e39990-52079-us-in-germany/

    1. Jay Cole says:

      Building them in Europe really is a head scratcher, especially if they are going to price them fairly high…they made have some ‘future’ plug-in plans in store.

  4. Acevolt says:

    What about the mileage. How much more is it for 12K, because I assume the lease is still only at 10.5K milers per year.

  5. Gary says:

    Alan Campbell – “Ford just launched a new 2013 Focus Electric lease, along with the launch of the 2014 $35,200 Ford Focus Electric, and now the EV choice for the price conscious consumer just got a little more difficult.”

    Not a difficult choice here…leased a Leaf (0 down, $240 / month) in Dec. 2012, at least in part because there were no FFE’s available. 7 months later, 2 local Ford dealerships (and another 25 miles away), and not a one of them has had a FFE yet.

    Jay – “It is hard to conclusively draw a ‘why’ the SL sells the best historically…constrained demand or consumer popularity, but the ‘top-o-the-line’ edition has always been the best seller so far for Nissan.”

    My experience of local (Spokane, WA) availability has been heavily weighted in favor of SL over SV. When I leased, SL was the only choice. I do like some of the features, but I’m 8 months into my lease and have a virgin QC port (no QC within several hundred miles, nor do I expect any before my 24 month lease expires).

  6. evnow says:

    One thing usually not mentioned – but must be kept in mind is that low volume vehicles like FFE get absolutely no marketing support and dealers hardly ever try to sell them. Since the inventory is low they will not offer discounts or even negotiate price. So, even though on paper they look competitive with Leaf, in practice they are just not competitive. You won’t find the packages you want or colors you want etc. That is why FFE will continue to sell a tenth of Leaf, even though Ford has a lot more dealerships than Nissan.

    1. Vin says:

      Absolutely not the case in Los Angeles and many other areas. Ford website shows more than 40 available in the Los Angeles area. Folks on myfocuselectric have been reporting lease deals that they closed that beat the current 2013 lease deal of $2K down, $229/mo; and not just recently, but since March of this year. Dealers are advertising the FFE in the local paper here, but interestingly the ones who seem to be stocking and selling more are the ones that don’t advertise.

      In my case a dealer really wanted to sell me a FFE, did a dealer trade because I wanted a specific color and option even before I stepped foot into the showroom, and got me a lease that was even lower than what I came in asking for (which was already 10% lower than the website-advertised lease deal at the time). Another dealer kept calling me for three weeks until he realized that I already got mine. So the dealers around here do want to sell this car, and have closed on deals that are way better than the prevailing lease deal for a Leaf SL on the Nissan website; that’s what happened to me. And back then the Leaf SL lease was a bit more than the current $1999 down, $296/mo.

      So in practice, the Focus Electric is definitely competitive from a cost standpoint. What is lacks is public awareness that it exists. And as long as Ford continues to consider it a niche product akin to the Focus ST, Fiesta ST, Boss 302, and GT500, propagation of that awareness will remain in the hands of the enthusiasts and journalists.

    2. Ocean Railroader says:

      What is interesting is I was looking though the Washington post in the car section and they had a photo of a Nissan Leaf from a local Washington DC car dealership talking about the great $229 on it. This was the first time I had ever seen a plug in car openly advertised like a regular gas powered car in a main stream news paper.