After the Federal tax credit, the Focus Electric’s price will drop to a more-reasonable $32,495, the same price as the more-versatile Chevy Volt. The $35,000 Nissan Leaf will still undercut both domestic competitors as well. But I think Ford has a real problem on its hands, and it isn’t just the very limited and delayed initial rollout. It’s the name itself.
It’s All In The Name
Unlike both Nissan and GM, Ford has opted to keep the Focus name in the Focus Electric. That could be a problem, as you have people who will be shelling out $40,000+…for what is essentially an electrified economy car. Yes, I know that both the Leaf (Versa) and Volt (Cruze) are also based on cheap compact cars…the difference being in the name. It’s not a Cruze; it’s a Volt. It’s not a Versa, it’s a Leaf. But a Focus Electric is still a Focus, and I wonder if that won’t hurt it in the long run. Still, Ford is already taking pre-orders if you just must have Ford’s first electric car (sold outside of California.)
It is really going depend on the real-world mileage and fit-and-finish of the final product. I have a lot of faith in Ford (my blood runs Ford blue) but I can’t help but feel that a $40,000 Focus is going to have a hard time finding buyers. What say you?