Report: Ford Slashes Focus Electric Price By $6,000, Now Starts At $29,995

3 years ago by Jay Cole 120

The Slightly Refreshed 2015 Ford Focus Electric Heading For A Big MSRP Haircut

The Slightly Refreshed 2015 Ford Focus Electric Heading For A Big MSRP Haircut

The Ford Focus Electric has always been a sturdy plug-in offering.  It features a familiar and popular platform, fitted with a 23 kWh battery offering 76 miles of electric range.

2014 Model Year Inventory Already Reflects An Expected MARP Drop And A $4,000 Incentive

2014 Model Year Inventory Already Reflects An Expected MSRP Drop And A $4,000 Incentive

And while many of the standard features (such as standard 6.6 kW charging) are superior to that of the monthly BEV sales king – Nissan LEAF (from $29,860), the plug-in Ford has always had two problems

  • not priced competitively ($35,995)
  • not a nationwide dealer stocked program

However, sometime next week Ford will announce that the Focus Electric is as competitive, if not more, than the LEAF in one aspect – the price.

First reported by John Chady at Havill Spoerl Ford Lincoln on Wednesday at the MyFocusElectric forums, the price of the 2015 Focus Electric is getting a $6,000 haircut, down to $29,995.

A quick check of online inventory shows that 2014 Ford Focus Electrics now seem to have adjustments to equate to a $29,995 MSRP base (before additional clearance incentives are applied on top)

UPDATE: AutoBlogGreen got this quote on Monday from Ford spokesman Aaron Miller, confirming and commenting on the price change.  “We hope by reducing the price we’re giving consumers another reason to consider it.” 

At the same time, the Ford rep said that the best market to date for the plug-in Focus was on the West Coast, but noted it was also doing well on East Coast. Regionally, Atlanta (where is a further $5,000 sate-level discount) and the Great Lakes area (ie-Michigan) also see “decent” sales.

And Yes, With Big Price Pricing Discounts Come Better Lease Deals

And Yes, With Big Price Pricing Discounts Come Better Lease Deals

And while you might still have to twist your local dealer’s arm to acknowledge the existence of the Focus Electric and to order you one, it certainly can be argued that the best value to be had today in “EVs under $30,000″, can be had at Ford.

Hat tip to Alan C!

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120 responses to "Report: Ford Slashes Focus Electric Price By $6,000, Now Starts At $29,995"

  1. Ocean Railroader says:

    The bottom line was the price for this car was over bloated by $6000 dollars. In my opinion this car is still over bloated by by another $5000. Such as in reality this car really needs a $10,000 to $12000 price cut.

    What Ford needs to do to make this car a completer to the leaf and the other EVs. Is they need to add some type of Quick Charging port to the side or the nose of the car. In that as of now this car doesn’t have that.

    1. Foo says:

      Perhaps true, in terms of absolute competing, but the FFE is much nicer car that the Leaf (in terms of its style, comfort, and refinement). Technically, it is probably worth a bit more.

      That said, it is great that Ford is trying to compete pricewise. More people need to experience this car.

      1. Nick says:

        It’s worse than the LEAF in many ways.

        Battery in the trunk, making the CG worse and reducing storage space, and no fast charging options.

        It also feels a little cruftier being a conversion instead of a ground up EV.

        The FFE was not born electric so to speak. 🙂

        1. Foo says:

          Fast charging is a red herring, there are barely any stations to charge at. Storage capacity also… most people carry groceries, not mounds of luggage, every day. For this 98% use case, the FFE works just fine.

          Even if it is a conversion, the FFE is a very fine car. Extremely quiet and refined, sure-footed handling, and nearly 50/50 weight distribution. A much better experience than the ICE version to be sure, and as nice as any EV out there.

          You’re obviously against the car “on paper” (citing all the shortcomings that aren’t shortcomings in reality) and haven’t actually experienced it. Despite it’s ICE origins, FFE is clearly a better-executed car than the Leaf. It may even be so because of it.

          1. Nick says:

            If I wasn’t already an EV driver, your arguments might have been convincing.

            I’ve fast charged my LEAF over 70 times now.

            When you say “people don’t do x”, you should instead say “I don’t do x”. 🙂

            Thanks!

            1. Foo says:

              You are the exception and not the rule. QC stations are far and few between. You are a lucky guy.

              1. EV_Drive says:

                Nope Foo. First we have to have fast charge capable cars and the infrastructure will follow with demand. I’m glad that a slow charge car meets your needs, however, it doesn’t meet the needs of the masses.

                Ford promissed at the Launch of the FFE that they were ready to add fast charging as an option as soon as the SAE standard was complete. Ford failed to live up to that promise. Ford went mental on fast charging instead and their car has barely sold as a result. That is a fact, just compare their ev sales performance to Tesla, Nissan and even BMW.

                1. Foo says:

                  The “masses” need to drive for an hour, charge for half an hour, drive for hour, etc.? Really?

                  The masses need to wait for the affordable 200-mile EV.

                  1. Nix says:

                    Foo, that’s just it — the masses ARE waiting. The more of the known problems that many early adopters are willing to live with (short range, limited luggage space, slow charging rate, high prices, poor availability, etc) will have to go away before the masses will come.

                    1. Foo says:

                      …for a 200-mile, well-configured EV.

                      I do not think the masses are waiting for fast-charging their 80-mile EVs as a solution for long-distance travel. That is simply impractical.

                      Early-adopters might wish/want fast-charging for their short-range EVs, by they are not “the masses”.

            2. EV_Drive says:

              Exactly, I drove the Leaf for 3 years 45,000 miles and used the fast charging option 100’s of times. Now I have the Rav4 EV which goes almost 2x as far as the Leaf ( 160 miles at 50 mph on the Freeway) however it doesn’t have fast charging so road trips take 2x as long as an ice car.

              People who don’t want/need fast charging in EV’s are the super minority. Most EV drivers I know want more range and Faster Charging. 70 miles range and 4 hours to recharge is a non starter for me and most people.

              1. Foo says:

                Until the stations are there, and perfectly spaced for long-distance travel (drive an hour, charge half an hour, drive an hour, … ), QC ports are for the lucky few who live near one.

                But, I argue that that type of long-distance travel is just silly. 80-mile EVs are meant for overnight charging. 200-mile EVs would be much better suited to quick-charging and long-distance travel.

          2. BravelilToaster says:

            Fast charging is only a red herring for as long as the infrastructure of fast chargers continues to lag.

            And there are several markets already where it most certainly does not. Just because it’s your experience doesn’t mean it’s everyone’s.

            1. Foo says:

              It’s a red herring for cars with sub-100 mile ranges (as most are today). For such cars, driving any reasonably long distance will take 150% longer than needed (drive for an hour, charge for half an hour, drive an hour, etc). Fast charging for those cars is silly, except in the rare odd case. It is not useful in the general case.

              Fast charging with 200-mile EVs makes a lot more sense.

              1. martinwinlow says:

                That isn’t 150% longer – its just 50% and you are absolutely right. But that doesn’t bother me here in the UK where ‘long’ trips are 200-300 miles or so. The majority of our RCs are still free and the stops are rarely longer than 20 mins as you won’t normally be less than 20-40% discharged when you arrive at the next charging stop. All the stops make it a very relaxing experience and so you arrive later but less tired. I think Tesla has it about right tho – 2 to 3 hours of driving is enough for anyone without a break. Sure you can normally go longer but why bother when you can have a break and a quick charge? The actual experience of charging for free and doing your bit to fight Big Oil and help the environment is a constant delight – to me anyway!

            2. liberty says:

              No fast charging a 84 mile bev is a red herring for long distance travel period. Even if they were everywhere, a 500 mile trip would truely be a pain. People do it, but it is not easy or convient.

              I expect that most leaf owners have other transportation options for longer distances. Otherwise I expect a bigger battery bev from nissan for longer trips. For the 99% of drivers a ice option in terms of a phev or anouther car is a better option than long road trips in a sub 100 mile bev.

        2. Unplugged says:

          You appear to miss the BIG negative so far as a Leaf is concerned. In hot climates, the Leaf has not been shown to be acceptable in the least. The new battery is “supposed” to correct this very important shortcoming, but there is no proof to the concept.

          The lack of any active cooling for the Leaf battery is the biggest reason for my not selecting the car. The other big reasons was the awful looks and the appliance-like handling.

        3. John Connor says:

          I love my Ford Focus Electric. It is not a compliance car. It’s reliable, comfortable and efficient. I have no “range anxiety”. Most people don’t drive enough on a daily basis to exhaust the car’s range. True, it’s not a cross-country road trip car. That range will come in time as the battery technology develops. As far as being a perfect commuter car, it certainly is. We have saved a lot of money in fuel and maintenance vs our previous gas powered vehicle and over the last year that we’ve had the car, we have travelled pollution free. We have solar panels on our home, offsetting the power to charge from the grid. Our grid power is also coal free anyway because our province shut down all coal power plants. The car also has more than enough power off the line and to pass. People who focus (pardon the pun) exclusively on top speed, zero to 60 times, van sized cargo capacity and cross country enabling range are missing the point entirely on EVs. They are also wasting money on fuel and maintenance when they could be enjoying savings, sophistication and zero emissions today with a vehicle that makes sense like the Focus and other EVs. This technology is ever improving and the prices continue to drop. People need to have patience and re-examine what’s important. I say having a cool high tech eco friendly money saving, stylish EV today makes more sense than having a huge gas guzzling polluter to commute to work in by themselves. My opinion based on experience of owning an EV for over a year now… Those who want to keep wasting money on fuel and maintenance etc, go ahead. I’m opting out.

    2. Mike says:

      IT’s loaded with options. You’d really have to price those options out.

      But, I was hoping for an newer version with a bit more range already. A true 100 mile winter range would really make this thing sell.

      1. Foo says:

        There’s not really any more room for additional battery, so they’d have to utilize the existing space for better (high energy density) battery technology.

        Not saying it isn’t possible, just perhaps that it’s not as straightforward pricewise and techwise as one might think to extend the range of this car.

        1. Bloggin says:

          For 2015 Ford has moved battery ‘pack’ manufacturing in-house from LG Chem, but still they still buy the battery cells from LG Chem…..for now.

          Which indicates a change is coming for the next gen EV due in 2017. Possibly switching to buying battery cells from Panasonic, like for the higher volume Energi models(where Ford builds their own battery packs in-house), which are the same cells that Tesla uses.

          And also helps to explain why Ford is not ‘upgrading’ it’s battery pack for the Focus Electric using LG Chem cells, when all future development may be with Panasonic cells.

          1. liberty says:

            Rumors are lg chem offered nissan a very low price for cells. My guess is lg cut its price to ford, if ford promises more volume, and that is probably part of the $6000 drop. Panasonic may bid to match, but we won’t know that for awhile. We also have the possibility of future tesla/panasonic batteries. Either way battery costs to ford should have dropped substantially from when the ffe was first introduced.

        2. Nix says:

          They need to redesign the entire car to make it so the batteries are under the passenger compartment instead of in the back. This gas car retrofit idea just isn’t the way forward for EV’s in the long term. It is a band-aid on a broken arm.

    3. EV_Driver says:

      Ford, Toyota and Diamler all have the same issue with their EV’s which is a dealbreaking lack of quick charging. It is like there product people were dropped on their heads as babies and are mentally unable to make good decisions.

      Any EV without a 10 to 30 minute quick charging capability to 80% is an automatic product fail. 90% of Leaf customers opted for quick charging. Who in their right mind wants to wait 4 hours to charge to drive an hour. Idiots.

      Other than the Charging time issue and the sub 100 mile range, this is a good EV.

      1. Foo says:

        Yeah, too bad they have no place to quick charge.

        1. Robert says:

          Foo, see http://www.PlugShare.com, change the settings (the gear symbol at the top) to show only CHAdeMO, click OK, and have a look!

          Or see http://www.CHAdeMO.com, there are over 700 installs in the states, BC, Canada is gradually growing in installs, and Ontario has two near the International airport, with in other to come online North of Toronto in about a month. Europe is heavy with CHAdeMO installs!

          So, if Ford offered CCS, OR CHAdeMO, you could just skip the option while the rest if us ordered the car with it installed if we wanted it.

          Bottom line – do the engineering, Ford, offer the option, and let the buyers tell you with their wallets what they prefer! As it is, now we will shortly see if it was just the high price that slowed sales!

          If the sales numbers don’t jump, maybe Ford will realise this car needs a better design, with (in my opinion) at least an option for CCS (their preference) OR CHAdeMO, the system that is, in fact, bring installed in far more places than CCs: OR – Ford can get out there like Nissan, and issue a planned install of some 500 CCS Quick Chargers (or, like Kia, Multi-standard Quick Chargers, with Both CCS, and CHAdeMO)!

          1. EV_Driver says:

            @ Robert. Plus 1 million. Give the option and let the consumer decide.

      2. Foo says:

        Who in their right mind wants to fuel their car with combustible liquids refined from crude oil purchased from regions of the world who seek to do us harm. Idiots.

      3. Nick says:

        Exactly right.

  2. RedLeafBlueLeaf says:

    Glad to see this. Now they’ll need to increase stock (there is literally only one 2014 for sale in all of Colorado right now).

    Even with that I’d have trouble choosing an FFE over a LEAF due to the lack of a QC port.

    1. mike w says:

      Ford FFEV owners on other web sites tell me that you go to the local dealer and “Order” what you want. You usually don’t buy off the lot like at the Nissan dealer. The price cuts are great but Ford does NOT support DCFC probably because there are so few CCS fast chargers in North America so even if they added the port it would not do much good.

      1. Foo says:

        Yeah, it’s a “feel good” port. If you want useful fast-charging, get a Tesla.

      2. Bloggin says:

        Exactly. Not only are there so few QC ports available, it’s also more expensive to charge.

        But that may be more of an issue with those who are trying to make a 80 mile EV their ONLY car in a household, when they already know they need to drive more than 80 miles on a regular basis.

        But for the vast majority of commuters in the US, about 20 miles is the national average one way, where an 80 mile EV offers double the range needed for a daily commute, and the saving of over $160 mo in fuel costs.

        So it does seem all the noise about QC is a bit overblown, and auto manufacturers are adding the option to placate consumers fears.

        1. RedLeafBlueLeaf says:

          Perhaps, but to me that’s a rationalization. We have two LEAFs and while we don’t rely on QCs for regular commutes we do use the Denver-metro-area QCs frequently for special trips. I for one wouldn’t get another EV without the QC port.

          Granted, most (but not all) of the local QCs are at Nissan dealers – subject to the usual dealer quirks – which means FFEs wouldn’t be able to charge there even if they had such a port. But having experienced QC usage I wouldn’t go without.

          1. Foo says:

            Granted, but you are the exception not the rule. People buying cars with QC ports, thinking they are going to conveniently quick-charge everywhere, are fooling themselves.

            1. Foo says:

              And even if there were a lot of convenient QC stations just where you needed them, long-distance travel is just silly in an 80-mile EV. Drive for an hour, charge for half an hour, drive for an hour, etc. (assuming perfectly-spaced stations). Not really very practical.

              An 80-mile EV is something you drive during the day, and charge at night.

            2. Carsten says:

              I had to use mine twice in a year. Both times my wife was gone with the ice and in one case my kid didn’t plug it in right and the other my wife forgot to plug in the night before.
              I will not get an electric car without fast charging ever.

        2. SeattleTeslaGuy says:

          The “short commute” argument is deceptive and ignores the real issue. Most people don’t drive that far on a daily basis. But, you need to look at their weekly and monthly driving habits. What is the average longest driving on a weekly basis. What is the average longest driving day on a monthly basis. I can’t tell you what the US averages are but for me it’s about 75 and 150, respectively. I’d bet I’m not that different from the average. This is what drives people’s perceptions of EVs and their utility. An inexpensive EV that meets those needs will be a runaway success. The LEAF is in striking distance.

          A QC port and plentiful chargers would help move the meter but the high order bit here is basic range. This is why even without that many superchargers, the Tesla Model S is a runaway hit. First inexpensive 200 mile EV will be an out of the park home run.

  3. drpawansharma says:

    So. Is ford bearing the costs for the haircut or did they achieve this by costcutting and economies of scale/ falling battery prices. If not then there is not much to feel enthused about as an ev enthusiast.

    1. David Murray says:

      I was wondering the exact same thing when I first read this.

    2. Bloggin says:

      if you remember, Ford offered the $6,000 Cash Back for over a year now. So the 2014 Focus Electric was essentially already at $29,995. The lease price also included the $6k cash back + an additional $5k.

      It’s just that now, Ford is moving the same $6,000 from a cash back to a reduction in the MSRP.

      The difference now is the $4,000 Cash Back until 1/5/2015 to help move the 2014 models before the 2015 model launch in Dec.

      But I would not be surprised if the $4,000 cash back did not hold with the 2015 models also, since it’s the same tech with a few updates. Along with the $199/mo lease with $2,189 remaining for 2015 also. It’s the only way the Focus Electric can remain competitive, with being one of the oldest EV models available.

      1. Nix says:

        GM did the same thing. They discounted the Volt by $4-6,000 dollars in promo’s throughout the year. Then they finally cut the MSRP by $5,000 dollars and phased out the promo’s. The final sales price ended up around the same, but the MSRP is now lower.

        Volt sales have gone down since then. I keep wondering if the two are related. Some buyers really like it when they think they are getting $5K off the price of a car, vs just having the MSRP be $5K lower in the first place. Discounts actually work better for sales than lower prices, even when the final price is the same (See JCPenny).

        Hopefully this won’t actually reduce the number of these sold….

  4. Lou Grinzo says:

    In 2013 my wife and I test drove a FFE and a Leaf literally within minutes of each other — the dealers are across the street from each other. We chose the Leaf because it had more usable trunk space and we liked the interior design much better. (To our eyes, the FFE dash looks like the product of an illicit love affair between a Transformer and and Edsel.)

    I desperately want to see Ford make the FFE a major competitor in the EV market, and this chainsaw-delivered price cut will help, but they also need to go back to a blank CAD screen on the overall design, or at least some key parts of it.

    1. Foo says:

      I love the interior of the FFE. I feel very comfortable in it and really like the way it looks. My friends have also complemented the aesthetics (inside and out). The configurable dash displays (to see the exact energy read-outs I prefer) are awesome.

      To each his own.

      1. Foo says:

        Although my friends do complement the interior… I mean compliment. (Hate when I do that.) 😛

        1. Mike says:

          Ouch. We all just learned something.

        2. MikeM says:

          Maybe they complement it too!

    2. MikeM says:

      Almost the same story as Lou Grinzo here.
      In N.E. Portland OR, the Ford & Nissan dealers are exactly across the road from each other.
      Preferred almost everything about the FFE except for two non-starters:

      – No CHAdeMO. (OR & WA abound in DCFC CHAdeMO charge stations).
      – Battery hump ruins the trunk space.

      Result: Leased a funny looking 2014 Leaf and very happy with it while waiting for Tesla Model 3.

      1. Foo says:

        I’ve never needed the extra trunk space. My FFE carries groceries just fine. You’re worried about something that probably only affects 2% of your routine usage of the car.

        Also, if you’re daily driving range never exceeds about 70 miles, then lack of CHAdeMO is not a real disadvantage. My FFE is always fully charged. Strangely, there’s plenty of time overnight to do it.

        1. Bloggin says:

          Buying a 80 mile EV and actually ‘planning’ on driving to a public charging station and charging every day or most days of the week, makes about as much sense as buying an ICE car with a 2 gallon tank, and planning on driving to a gas station and buying gas every day or most days of the week.

          It makes no sense…

          The beauty of owning an EV is 99.9% of all charging is done at home, in your garage, at night while you sleep, at the cheapest rates. Freedom!!!

          No searching for a charging station, no waiting for the charge, no paying more than double the cost of electricity.

          If the EV owner needs to charge daily or several times weekly at a public charger, they bought the wrong size battery for their driving needs.

          The home garage is the new ‘gas station’ of the future.

          And as entry EVs move from 80 miles to 160 miles, there will be even less need for public charging even for those with the longest daily commute and can be viable as the only car in a home fleet.

          This public charging/QC concept reminds me of those early home PC/word processor adopters who insisted on using carbon paper(because that’s how they did it with a typewriter), when they could just print two copies. It took them a while, but they figured it out.

          EV owners will figure it out too….

          1. dack says:

            Great post. I didn’t buy a Leaf to save the planet. I just hate gas stations. Now it’s in a heated, attached garage.

          2. Nick says:

            Public QC is just a sustainable range extender for electric cars.

            Rarely need it, but when you do, it enables more ev miles. I regularly take trips I otherwise wouldn’t which are right on the edge of my LEAFs range due to the existence of the quick charge infrastructure.

            The quick charger is a safety blanket which makes the LEAF much more convenient.

          3. David Murray says:

            Having a good QC infrastructure is a far better idea than everyone having to carry around twice or three times as much battery as the should need. With my Leaf I can drive 99% of my needs on the battery it came with. For those occasional longer trips, a QC station is the answer. Either that or a range extender.

      2. sven says:

        I thought the hump was the inverter, not the battery.

        1. Foo says:

          In the FFE, the hump contains the charger.

          1. Foo says:

            Oh wait, you mean in the back? (I thought you meant the central tunnel where the transmission would normally be.)

            No, the hump in the back of the FFE is the “top” battery. There is another battery under the rear seat, the “bottom” battery. Together, they kind of make an “L” configuration.

            1. sven says:

              You’re absolutely right. Ford’s website clearly says/shows the hump in the trunk is a battery pack. But when I was contemplating purchasing a Focus EV, I distinctly remember reading that the hump was the inverter. Sure enough, a quick Google search turned up posts by someone named Sasparilla wrongly claiming on multiple websites that the Focus EV’s inverter is in the trunk. Just goes to show, you can’t believe everything you read in an internet EV forum! 😀

              http://fordfocuselectric.com/forums/4-main-ford-focus-forum/20-rapid-charging.html#post62

              Last comment:
              http://www.greencarcongress.com/2012/04/ford-20120417.html

  5. This actually makes it a $10,000 price cut in total.
    Last year Ford dropped the price from the original MSRP of $39,995 to the current $35,995.

  6. ELROY says:

    The ford has incredible standard luxury features. Back up cam with pdc, comfort access, leather seats, power drivers seat, lighted cup holders, storage pockets and inside door handles with a half dozen selectable colors, dual zone A.C., a very nice stereo, and very advance voice command and infotainment system with video input. Yes, it has less room than my LEAF and is slower off the line. Ford has it so limited down low. But it is much more powerful above 40mph where the LEAF dies. I also drove 51 miles to Santa Monica and barely used 50% charge. Was fully replenished at the L2 in less than two hrs.

    In no way is the car overpriced. Its by far one of the best values out there.

    1. Foo says:

      +1

      It is not just “Ford’s Leaf”. It is that, plus a very nice, basically Titanium-level Focus loaded with goodies.

    2. Lighted cup holders, storage pockets…that are China gadgets worth less than 10 €.

      1. Foo says:

        Thank you Captain Obvious.

        These items have more value than “cost” as options in many cars, was the point.

      2. Elroy says:

        Not one led in the door pockets, or door handles, but nice evenly lit string optics. Unlike the I3. So more like the high end stuff. And you could say the same thing about LED, Xenon headlights. Just because you can find cheap Chinese kits, doesn’t change the class of cars that these features come factory standard on.

        1. Foo says:

          What do you mean by “string optics”?

      3. Elroy says:

        Nice touches abound. Five different levels of seat heating, etc. Just look at the contours on top of the dash, and the door panels. Much more high end design than the LEAF, Spark, and most other cars out there. Look how the center speaker is nicely integrated into the dash. Look how the rear doors even have nice tweeters in them. Its not just one thing, the Focus EV exudes luxury and quality. It also charges pretty darn quickly. Much quicker than the i3 currently on L2.

  7. EricP says:

    I think it just doesn’t make it competitive among other EVs but among ICE versions as well when you factor in the gas savings. Thumbs up to Ford. Hope to see a lot more on the road in the next few months.

  8. Bloggin says:

    Window stickers for the 2014 Focus Electric now show $29,995. Add on the $4,000 Cash Back and $25,995. In CA add on the $2,500 Rebate and it’s just $23,495.

    But Nissan saw this coming and is now offering a $3,500 incentive on the 2014 and 2015 models. Bringing the base Leaf S(3.3kWh onboard charger – no QC) to match the price of the loaded Focus Electric.

    Which still keeps the Focus Electric ahead based on price and standard features.

    The 2014 Focus Electric deal is good until 1/5/2015.

    2015 Focus Order Guide is already available, with production starting early December and dealer deliveries early Jan 2015

    .

  9. ELROY says:

    The quality of the digital displays and the curb lamps, LED eyebrows are very nice touches. Dual zone climate with digital screen access and power drivers seat alone put this in some pretty elite company in the face of its price competition. The satellite radio quality in the Ford also blows away the LEAF if it matters.

    1. Foo says:

      +1

      The FFE is a very nice car, as cars go (not just EVs). People don’t know unless they drive one.

      1. Bloggin says:

        I think it was Motor Trend that called the Focus Electric the Mercedes-Benz of EVs.

        1. Foo says:

          It certainly feels like driving a luxury car… so quiet and smooth. (Er, actually probably quieter and smoother than any ICE vehicle.)

        2. Foo says:

          Isn’t the Mercedes-Benz B-class the “Mercedes-Benz of EVs”? 🙂

        3. Elroy says:

          Car and Driver liked the Spark in the big 6 car EV comparo because of the acceleration. The Focus placed 2nd, and they called it the Tesla of the bunch.

          1. Jesse Gurr says:

            They sure did. “The Tesla S for the rest of us”

            http://www.caranddriver.com/comparisons/2014-ford-focus-electric-page-6

          2. Bloggin says:

            yeah…that what it was. But somebody called it the Mercedes Benz of EVs. Will need to figure that out.

  10. Mikael says:

    I just love these price cuts. It makes the target price level for all EV’s to drop sooner or later. And you can’t introduce new EV’s that are way more expensive without adding a lot of value to it.

    It’s still too expensive. It should try to get down to $25k +add some updates (like fast charging).

    The Ford Focus is a popular car all over the world so if they can make the EV version cost competitive it could sell in numbers.

  11. flaco says:

    I own this car and got it for this price earlier this year during a sale. It’s the best car I’ve ever owned and I’ve had some decent stuff.

  12. CD says:

    Keep the on-board toys…it’s all about RANGE!!! 76 miles is insulting.

    1. Foo says:

      Always drive more than 70 miles a day, do you? You should move to live closer to the things you do every day. Repeatedly driving there is just silly.

      Btw, if you drive carefully, the range of the FFE is more like 80-90 miles.

      1. Elroy says:

        That is correct. Always having to drive that far is kind of a waste of time and mileage.
        And yes, the Focus can go quite far on charge.

        1. Elroy says:

          The four things I would change if I could on the Focus to make it reasonably perfect for me:

          1. inclusion of a DCQC port
          2. Less Torque Steer
          3. More off the line acceleration.
          4. Inclusion of the built in garage door opener. (They used to include one)

          I don’t carry the family in it on trips like I do with the LEAF. (Mainly because it has the DCQC option also). The LEAF excels in roominess and cargo space. Smooth quiet ride. Awesome freeway manners and lane stability. Heated steering wheel is also a nice touch, as are the heated rear seats in the LEAF.

          1. Foo says:

            Fwiw, you can buy the HomeLink visor as a part from Ford and install it yourself. I did this with my 2013 FFE. Installed in less than 10 minutes. Cost me about $80.

    2. mike w says:

      +1. Short range and NO DCFC means your renting or borrowing a car every time you need to drive more than 35 miles each way. Here in the metro D.C. area you can’t get to the nearest metro station on 35 miles one way.

      1. Foo says:

        Not the car for you, then.

        1. flaco says:

          I own this car and commute between nw DC and greenbelt in the burbs daily. I drop a kid at scool and run errands. It’s perfect for DC’s terrible traffic. I’ve never had a problem with the range.

      2. Nick says:

        The metro stations don’t have L2 EVSEs?

  13. mustang_sallad says:

    Great news! It’s really too bad they didn’t add DC charging for 2015 though. Surely they must have this in the works!

  14. I have a FFE and love it. It has a much better trim package than a comparably priced Leaf, and as was pointed out earlier, a lot more power over 45 mph.

    The trunk hump has never been a limitation, the seats fold and I’ve taken flat pack furniture home.

    The one thing it does lack is QC, although it’s pretty rare that I would use it, maybe a few times a year. I’d still pay for it though. When you need it, you need it, and the alternative is using another car, and looking around at other EVs that are easier, if not better looking.

    Another 30 miles range would make the car more desireable than a few thousand dollar price cut.

    1. dack says:

      Off-the-line acceleration is what makes the Leaf kind of fun to drive. Better power over 45 MPH is a lousy trade-off since these are both city cars, where there are many x more off-the-line driving experiences.

      1. Foo says:

        Sure, beating 19-year-old, pimple-faced ricers at lights is fun, but you’d be surprised how useful it can be to “leap” around cars in 40 mph traffic. The FFE does this like no other car I’ve driven. It can instantly burst around other cars… it’s almost like flipping a switch.

      2. Vin says:

        The FFE is clearly not designed to be a city car by any stretch of the imagination. Its 30-80mph sweet spot for acceleration and rock solid handling at any speed are traits that make the FFE rather entertaining and quite useful on freeways, especially when rounding cloverleafs, merging into light traffic, and entering HOV lanes.

        1. Foo says:

          I dunno… since when it off-the-line acceleration the definition of a “city car”?

          The FFE makes an excellent city car. It burns no fuel while sitting in traffic and, cruising around at 40 mph all day, it should get something like 100 miles range.

          1. Vin says:

            It’s not, actually, in my opinion. I’m just refuting the “city car” label for the FFE since it’s capable of so much more than what that label implies. I agree with you… it does great in the “city car” domain, but it’s not a city car.

            1. Foo says:

              In that case, I agree.

  15. David Murray says:

    The price cut will probably help. But honestly, it didn’t appear that Ford was really trying to sell these. No dealers in my area have them in stock. They have the energi cars in stock, but not the focus electric.

  16. Ken_3 says:

    I had a 2012 FFE for 17 weeks. 10 of those it sat in a Ford dealers shop while they tried to fix it. The service tech said it needed new main batteries in his first diagnosis. Ford refused to replace them and insisted something else was wrong. After wasting 10 weeks, and replacing almost everything in the drive train, they finally replaced the main batteries. I lost $10K trading it for a C-Max Energi. I put about 1,000 miles on it. Cost me almost $1,000 per mile. Ford has ignored me. So has the dealer. I will be looking at the Soul when it gets to St. Louis next year. I’ll never own a Ford again because of their lousy customer service! Including on the new C-Max, that has been recalled 3 times.

    1. Foo says:

      It cost you $10 per mile.

      $1000 per mile for 1000 miles would a million dollars.

  17. Ken_3 says:

    OOPS! Bad math. Sorry. $8.95 per mile actual cost on difference between what I paid for it, and the trade allowance for it when I purchased the C-Max.

  18. Kubel says:

    It’s nice that the 2015 is cheaper, but the 2014 just took a major price increase. The car had a $12,500 price cut on it earlier this month for lessees. Now it’s down to $9,000.

    A $0 down 24 month lease is now up to $517/mo. That’s a tad pricey for a 23kWh EV, even though the FFE is very nicely equipped.

    1. Bloggin says:

      In CA it shows $10k for incentives on a lease, with the lease price down to $199/mo with $2,189 down.

      Also, a short 24 month lease will always cost more because it’s a shorter time to account for initial depreciation.

  19. Bonaire says:

    Prices are dropping now to get ready for the models in 2016 with higher density batteries. 2015 will be a slow year for EVs with the 2016 model year releases going out the following summer in earnest. Going to be quite the year in EVs in 2016 with many companies going after the coveted 200 mile lower priced designs.

  20. John says:

    I think this is an amazing story. I believe it is the first time in history that a comparably equipped electric car is cheaper than a comparably equipped gas car (after the $7.5k tax credit). Amazing!!

    It is very comparable in equipment to the Leaf SL which lists starting at $35k. I imagine Nissan will have to lower the price of the Leaf.

    The Focus is a safer car (5 stars) than the Leaf, is better built, handles better, but does lack DC charging, storage, and a heat pump. After leasing a Focus EV for a year and riding around in my friend’s Leaf for over a year I do like the Focus better and believe the battery life will be longer because of the liquid cooling and heating. The Leaf is based on the Versa platform which is cheap. Nissan did a great job of building an affordable EV and put their money into the drivetrain and batteries but not into the handling or structure of the vehicle.

    1. Foo says:

      The FFE even cheaper when you factor in the gas and maintenance savings over 5-10 years, which could easily total another $10-20K over owning the ICE version.

      People forget, when they buy an ICE, they’re also committing to spending about $2000/year just to keep it running. The don’t include this in their mental “total cost”.

      1. Anon says:

        Well, if Ford’s Dealership “Mechanics” can’t fix your FFE when it does have a problem, and it sits for 10 weeks in the shop until they stumble on a fix– I don’t see where the savings comes into play… *shrugs*

        1. Foo says:

          Sorry for you.. but you are the exception and not the rule. My FFE has been flawless.

      2. Bloggin says:

        25,995 minus 7,500 minus 2,500 in CA = $15,995.

        Fuel Econemy.gov estimates a $7,500 fuel savings over comparable size ICE car(including electricity at home) over a 5 year period = $8,495 Net.

        Which being the yearly cost of ownership over a 5 year period to $1,699 or $141/mo.

        Then starting at year 6, the fuel savings start to add up at about $125/mo or $7,500/yr(including cost of electricity at home).

        An EV is the only car where the cost of ownership gets cheaper the longer you own it.

        My neighbor who has a Fusion Energi, is getting the FFE for his son, because with a max speed of 84mph, Ford MyKey and My FordMobile, it’s the perfect car for a first car for high school and ‘local’ college students, where the student does not have to worry about gas money, and the car will charge at home in the garage.

    2. EV_Drive says:

      It is completely false that the Leaf is built on the Versa platform and this falsehood has been debunked in many forums by product part comparisons. This false statement is made often beacuase the Versa and the Leaf are similar in size. The Leaf is a far superior in build quality and in components compared to the Versa.

  21. John says:

    Anon, guessing your dealer had poor training but then again I have never had to bring mine into the shop and have had zero recalls on it. My friend’s Leaf has had 3 recalls on it already.

    This is history in the making. It the first time a same equipped electric car is cheaper than a same equipped gas car. This would be the same as Nissan dropping the price of the Leaf about $9k to be at the comparable level as the Versa hatchback. They are pretty much the same car. I work at a bodyshop and that is where you really find out how vehicles are made.

  22. Josephus says:

    Some have already mentioned that this price cut is just a new spin on a long standing sale.

    We leased our FFE with the intent on trading it in at the end for something with a longer range and quick charge option. But, honestly, we love it so much that I can’t see us turning it in. I think we are going to buy it out because it is such a good commuter vehicle.

    We are a one car family and rent cars for long trips. To transport large Ikea type items we just use the roof rack we got for it.

  23. Mr. M says:

    Like Opel/GM did not reduce the price of the Ampera/Volt in Germany the Focus is not reduced either… Just Checked the ford homepage, it say’s 39.000€ (VAT included) for the Ford Electric. Typically the price in € (VAT included) is the same as $ without VAT…

    Without Vat this would be around 32.700 € = 41.600 $. Anyone wondering why EV sell worse in germany than in USA? :/

  24. Mr. M says:

    Why do my comments not appear here??

    1. Jay Cole says:

      Hey M,

      They should all be up now, we had a ‘spam attack’ overnight, so we had to approve all the comments manually for a change…which is not the most practical way of doing things.

  25. Jay says:

    Awesome news! Maybe sales will finally take off for the FFE. Wish I would have waited a year and got mine for the new price. If Ford will produce them in mass quantities I think they could sell 1000 of these a month, easily.

  26. Kaleb says:

    FFE – “stop safely now.”
    FFE – forget leaving your SUV at home because you can’t haul bikes with that battery hump.
    FFE – slow off the line
    FFE – no DCQC
    FFE – blue screen of death Microsoft infotainment
    FFE – sags in the rear because it probably has the same coil springs as the ICE version
    FFE – compliance car

    I’m glad the FFE exists, but I think “foo” needs to relax a little on his FFE superiority complex. It’s not a “better car,” but it may be better “for you.”

    1. Foo says:

      I never said it was “better”. People just poo-poo things that actually matter little for the day-to-day usefulness of the car and/or “complain” about supposed shortcomings of the car that they’ve not actually had any experience with.

      – The SSN issue has never happened to me. (In reality, it happened only to very few owners, and has been fixed for about a year.)
      – Carry bikes? Get a rack. (And actually I think bikes would fit with the seats folded.)
      – Slow off the line? Is everything a race? The FFE is as “fast” as most ICE cars, and quite fast on the freeway and over-taking.
      – Fast charging is not terribly useful with any 80-mile EV. These cars are not meant for long-distance travel.
      – “Blue screen of death” is a bogus complaint; it happens very rarely and hasn’t happened to me for months since the latest update.
      – Sags in the rear? I haven’t noticed this.
      – “Compliance car” is debatable; the FFE is available nationwide.

  27. Ryan says:

    Too bad it’s not a dealer stocked car in Minnesota.