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Ford cuts Focus Electric price by $4,000

Ford Focus Electric 2013. Ford is dropping the price of the Focus Electric by $4,000 beginning with the 2014 model year. / Jarrad Henderson/Detroit Free Press
By Alisa Priddle

Detroit Free Press Business Writer

Filed Under

Business
Ford news
Electric Cars
Nissan
Fiat

Ford is dropping the price of the slow-selling Ford Focus Electric by $4,000 for the 2014 model year while largely holding the line on pricing for the rest of its new models.

The new base price will be $35,995, including the $795 destination charge, when the 2014 Focus Electric goes on sale in the next few weeks, said Ford spokeswoman Amanda Zusman. “It keeps us competitive.”

The lower cost follows a general industry trend because even environmentally aware consumers aren’t paying the $10,000 to $15,000 premiums for battery-powered versions of affordable gas-fueled cars.

Electric vehicle sales remain sluggish as consumers embrace hybrids, where the premium is lower and there is no need to recharge the battery. All electric vehicles require an infrastructure of charging stations that is still in its infancy. Plug-in hybrids and electric cars are less than 1% of U.S. sales, according to hybridcars.com.

“The electric car price war continues,” said Karl Brauer, senior analyst at Kelley Blue Book. “Manufacturers are realizing that selling an electric car at a loss is better than not selling one at all.”
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