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USA: Ford to promote electric car with Web reality show

DETROIT — Ford Motor Co. will partner with Yahoo Inc. on a reality show this spring to promote its first electric passenger car, a move that comes as the auto industry is growing more pessimistic about the prospects for these kinds of vehicles.

The show, called Plugged In, will be broadcast on Yahoo’s streaming-video site starting in May, Ford said in a news release last week. Three two-person teams will travel to 10 major U.S. cities and compete in a scavenger hunt while driving the Focus Electric.

The show is intended to help Ford reach the electric car’s target group: residents of major U.S. cities, particularly along the East and West coasts, where gasoline prices are higher than the national average. So far this year, Americans have been clamoring for more fuel-efficient vehicles as prices at the pump near $4 a gallon.
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