Ford is starting slow and waiting for market with Electric Vehicles

Release Date: Available in initial markets, full rollout in 2013
MSRP: $39,995 US
Battery Pack Size: 23 kWh
Electric Range: 76 miles (EPA rated)
MPGe: 105 MPGe
Visit the Ford Focus Electric Forum
side view of c-max energi plug-in hybrid electric vehicle

C.J. O’Donnel is Ford’s group marketing manager for electrification. He is quick to state that the Ford Focus Electric is not a compliance car like the Honda Fit EV and the Chevy Spark EV.

“By the end of the year we will have six brand-new electrified products, which I think shows a commitment to electrification by the Ford Motor Company.” says O’Donnell. Ford is letting the electric vehicle market ‘grow organically’ rather than trying to force numbers like some other manufacturers. Ford is using some incentives, but “we’re being very measured and letting the market come to us.”

There are just 112 Ford Focus Electric vehicles on the road, and as of the end of October, there are 5 Ford C-max Energi plug-in hybrid electric vehicles. The Focus is currently only available at 200 of  the over 4,000 dealerships around the country. O’Donnell says another 733 dealers are undergoing certification to sell battery electric vehicles. After those dealerships have completed training, the Focus Electric will be available in 50 states (no word on how long or when that training will be complete).

“A lot of education about plug-in vehicles will be going on with dealers and consumers,” O’Donnell said. “We have to be patient and let this market emerge over time. There will be a time when there is increased demand for these cars, as people understand how they fit into their lifestyles.”

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