Ford says it will cut $4,000 from its limited-market 2014 Focus Electric when the car is launched this summer.
Base price will now be $35,200 but this still far exceeds Nissan’s entry level S trim Leaf which starts at $28,800 plus destination fee and Nissan sells around 12-times the volume of its Leafs ranging in price up to the mid-30s in all 50 states,
If a whole $7,500 federal tax credit can be taken, the 2014 Ford Focus Electric could be netted for $27,700, and in the largest market, California, the net could be $25,200 with an additional $2,500 state incentive factored in.
But Ford’s car is well equipped and has liquid cooling for its battery – something Nissan has said is not needed for its battery – and Ford’s Director of Global Electrification, Nancy Gioia told The Detroit News the Focus EV offers its own value and Ford is not going to dip as low just to play price war.
We’re not going to chase down to the lowest price possible — that doesn’t make sense to erode the brand image or the true value of the product,” Gioia said.
Nor has Ford updated the car at all for 2014, but it’s carrying it forward with the one change being the sticker price.