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Nissan Leaf Sales Embarrass 2014 Ford Focus Electric, So Ford Slashes Price

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On: Wed, Oct 22, 2014 at 1:25PM | By: Teddy Field

Nissan Leaf Sales Embarrass 2014 Ford Focus Electric, So Ford Slashes Price

In September, 2,881 people bought a 2014 Nissan Leaf. That funky looking EV boasts best in class, range, distinctive styling, and an affordable base price of $28,800. Nissan took a huge risk bringing this all-electric hatchback to market, and buyers responded by making it the best-selling EV in America. The battery-powered 2014 Ford Focus Electric hasn’t been nearly as well received, and Ford just slashed the price by $6,000 to stir sales. But will that be enough?

The 2014 Ford Focus EV is based on the popular 5-door Focus, and it features many of the same upscale styling cues found on its gas-powered brethren. Under the hood, there’s a 107 kW electric motor that makes the equivalent of 143hp, and 184 lb-ft of instant EV torque. Power comes from a 23 kWh Lithium-ion battery pack, located beneath the rear cargo floor. This 650-pound lump takes up most of the rear cargo room, and requires special springs and shocks in order to offset the extra weight. The battery does feature liquid cooling and heating for increased reliability in changing climates. Ford claims that a full recharge can be completed in 3.6 hours using a 240v charger, and the onboard 6.6 kW charger can add 20-25 miles of range in about an hour. With a full charge, the EPA estimates the 2014 Ford Focus Electric to have a range of 76 miles.

At a glance, you literally can’t tell the difference between the 2014 Ford Focus EV, and its gas-powered twin. Ford went to great lengths to make a “mainstream EV”, and that may be its biggest problem. In September 2014, just 176 people bought a 2014 Ford Focus Electric, bringing its year-to-date sales total to a paltry 1,418. During that same period, a staggering 19,734 people went home with a 2014 Nissan Leaf.

Nissan’s electric hatchback was designed from the ground-up to be an EV. The batteries don’t take up the entire trunk, they’re located under the floor for better handling. It can go up to 84 miles on a full charge. And the styling makes a unique statement with its huge bug-eye LED peepers and swoopy curves. Pass one in traffic, and you know that person is driving an electric car. If you go by the numbers, the whole “making a statement” thing seems to be pretty important to EV drivers.

To combat those abysmal sales figures, Ford just dropped $6,000 from the price of the 2014 Ford Focus Electric. The new base price is $29,995, and Deerborn is hoping that’ll help dealers to get rid of the 2014s they still have in stock. A mildly revised 2015 Ford Focus Electric is about to go on sale, but we doubt that its new grille will be enough to compete with the shouty little Leaf.


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