Ford Planning To Announce Cheaper Focus Electric Trim Level?

FEB 11 2013 BY JAY COLE 13

Nissan recently turned the all-electric car business on its head by slashing the cost of driving that company’s all electric car.  The new S Model LEAF, coming to dealership now, is priced starting at $28,800, with leases starting at $199/month.

How can Ford compete?  How about with a new, cheaper trim level of the Focus Electric?

2013 Nissan LEAF Brings Pricing Heat To All Pure EV Makers

2013 Nissan LEAF Brings Pricing Heat To All Pure EV Makers

While Ford likely can not match the huge scale of Nissan’s operation to get close to the base LEAF pricing; a new cheaper Focus Electric trim level would possibly let them better compete with Nissan’s mid-grade SV ($31,820) and top of the line SL ($34,480) models.

What gives us the impression this could possibly be a reality, and a new Focus Electric is on the way?

Ford’s corporate inventory search.

Previously, when searching dealer inventory for a new Ford Focus, you were met with six choices:

  • Electric
  • S
  • SE
  • SEL
  • ST
  • Titanium

And by choosing one of these options, and your preferred dealer, a listing of matching vehicles would pop up for you to consider. That is until recently.

A Second "Search Inventory" Trim Criteria Option Has Just Been Added For The Focus Electric

A Second “Search Inventory” Trim Criteria Option Has Just Been Added For The Focus Electric

This week if you enable the same search for Focus trim levels, there are now two ‘tick boxes’ for the Focus Electric, and while not named as separate trim levels, the second option leads customers to the current inventory, while the first option searches by different parameters, and yields the response “No exact matches were found.”

Could this website anomoly be foreshadowing a new, cheaper Ford Focus Electric is en route?

InsideEVs asked Mike Tinskey, global director of vehicle electrification and infrastructure at Ford, to comment, but he could not comment “specifically” on the speculation, while Chad D’Arcy, Ford’s Focus Electric Marketing Manager, gave more of a stock answer, “As far as Focus Electric goes, I can’t share any possible future actions related to packaging and pricing.

Mr. D’Arcy did take the opportunity to tout Ford’s current lease pricing in context to that of the Nissan LEAF, “…as we are expanding our Certified EV Dealership network to a nationwide footprint, we have a competitive $249 per month lease on an available vehicle which has more standard equipment than the current LEAF available at dealerships.”

So while, a website anomaly is no guarantee of anything, it does bring up an interesting possibility.

Hat tip to Alan Campbell.


Categories: Ford


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13 Comments on "Ford Planning To Announce Cheaper Focus Electric Trim Level?"

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A price choice and trim level selection could make Focus EV
a viable alternative to LEAF in a lot of people’s minds.

This is good news if true. Although, Ford has a long way to drop on the Focus Electric. And Ford hasn’t been too willing so far to enter a price war on EV propulsion. They missed a big opportunity with the Fusion Energi’s pricing IMHO. We’ll see I guess.

Ford really does not have a choice but to lower price to better compete with the Leaf. Especially since Nissan will be manufacturing right in the U.S. and able to flood dealers with product at a lower cost. Along with the 2013 SV and SL having the 6.6 charger and now more range(than the 2012 model). TheFocus Electric has lost it’s faster charging edge that ‘seemed’ to justify it’s higher price. Since the 2014 Mustang launched in January, I expect the new Focus Electric SE to be a 2014 model. I Expect the SE starting at ($33,200), to be within $1k of the Leaf SV($31,820), and the current Focus Electric, which maybe called Focus Electric SEL($35,200) will be within $1k of the Leaf SL($34,480 which includes the 6.6 charger/DC Quick Charger and Leather) The current Focus Electric has already dropped to $37,200 before destination charges but has no leather or fast charging. However, the quick charger is a plus and a minus for the Leaf. It’s there, but not the standard the rest of the world will be using. Similar to another Japanese company…..Sony, with the Betamax. What quickly left thousands of customers with useless equipment and Sony eventually following… Read more »

There isn’t a single car with a Frankenplug and not a single charger. How is that a “standard” ? I expect Frankenplug to go the way of ISO 7 layer standard that was intended to replace TCP/IP.

I like the TCP/IP example. It’s much closer to the current situation than the Betamax example. OSI was a standard set by a committee intended to replace an existing product. That’s exactly what SAE has attempted to do. Heck, recently Ford announced that they will not install the port on their Focus Electric yet because there is no infrastructure. Meanwhile, Nissan is pushing out both the cars and the chargers throughout the world.

Remember the ISO/IEC (as well as the European Commission) picked the Combined Charging System (CCS|) as well. Type 1 & 2 in same openning.

Fair enough. It’s a widely accepted standard, but it is still just a paper standard decided by committee(s) but with no product.

It is also interesting that Bloggin didn’t mention
– VHS was also created in Japan (like Betamax)
– Sony won the format war with Blu-Ray, even though DVD forum endorsed HD-DVD

Anyway, the basic fact is, QC infrastructure is costly and cumbersome. So, only manufacturers with the greatest of motivation will win this “format war”. That would be Tesla & Nissan – not Ford, GM and others who are reluctant to even sell BEVs.

Chademo already is the standard installed down the I-5 which EVs that have a chademo quick charge port are currently using.

Too bad Ford decided on NO options for a QC port. I guess the Focus Electric will always be considered a city only car, no highway for you!

All future Focus Electric buyers can thank Nissan for forcing Ford to lowering the price for their Ford “CITY ONLY” EV…..:-(

Thanks for getting the gears turning, Jay!

Trackback from my site’s article:

Hey Mike, nice to see you around…there is always something happening somewhere, (=

I just leased a 2013 Ford Focus Electric for $199/month in WA. It appears Ford has lowered their prices to compete.

If they say the price to make a electric car batteries is falling then maybe Nissan should do one of two things to kill this thing off. The first thing they could do is ether cut the price of the existing Nissan Leaf $2000 to $3000 across the board or they could instead for the same existing prices for 2014 start raising the amount of range on the leaf batteries by 30 to 50 miles a charge do to them saying the costs to make electric car batteries are falling at 5% to 8% a year.

The Nice thing about this car under going a price cut and the Nissan leaf having a price cut and the Chevy Volt having a price cut is that every time a price cut happens it opens the doors to more and more people who can afford to buy one in that there are plenty of gas cars to take off of the road right now.