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Ford to drop price of 2014 Focus EV

Ford Motor Co. is the most recent automaker to slash the price of its electric model in an attempt to win over mainstream buyers who have been slow to embrace pricey EVs.

Ford will drop the price on its struggling Focus EV by $4,000 for the 2014 model year. The news comes less than a month after a Ford executive said the automaker would not chase price cuts made by competitors.

“It’s a price war,” Karl Brauer, senior analyst at auto research firm Kelley Blue Book, said Wednesday in a telephone interview. “Incentives have a certain amount of swing, but when people hear a price, that’s what sticks.”

About 41,000 battery-electric cars sold in the United States through June of this year, accounting for a tiny half-percent of all new cars and trucks sold. Incentives and price cuts have led to a 385 percent increase in sales during the first six months of 2013 compared to the same period last year.

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