Ford Focus Electric gets $4,000 price cut for 2014
The 2014 Focus Electric will start at $35,200 before government tax credits.
The Ford Focus Electric won't get any styling, technology or powertrain updates for 2014, but that doesn't mean the EV will roll into the new model year completely unchanged.
Following in the footsteps of Nissan, which earlier this year trimmed the MSRP of its Leaf EV by $6,400, Ford is planning a big price drop for its all-electric hatchback.
When it arrives in showrooms later this summer, the 2014 Focus Electric will sticker from $35,200 - a substantial $4,000 less than the 2013 edition.
After applying the $7,500 federal EV tax credit, the cost to buy falls to $27,700. Customers in California can also take advantage of the Golden State's additional $2,500 credit, which brings the bottom line down to $25,200.
The price cut comes just a month after Nancy Gioia, Ford's director of global electrification, suggested that the company would not "erode the brand image or the true value of the [Focus Electric]” by "chasing down to the lowest price possible.”
However, it seems that market pressure has forced the Blue Oval to change course somewhat in response. Thanks to the introduction of a decontented SV trim level and a switch in production location from Japan to Tennessee, the Nissan Leaf now starts at $28,800 - $6,400 less than before - without factoring in government incentives. GM is also offering $4,000 off the 2013 Volt (and $5,000 off leftover 2012s), while Fiat's new 500e can be had for $30,500 before tax credits due to $2,000 in automaker spiffs.
Slow sales are also likely part of the story - according to Reuters, Ford has produced 2,517 Focus Electrics since the EV's debut last year, but only sold about 1,593 examples.