Ford predicts slow sales climb for its Focus EV

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
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Ford Motor Co. is expecting lukewarm sales of the Ford Focus Electric in the coming year, even despite an extra 700 dealers who will soon be certified to sell Ford’s only all-electric vehicle. Mostly to grow the footprint of the Fusion Energi and C-max Energi plug-in hybrids, Ford is widening its dealer network to 900 EV certified dealers by spring.

Currently Ford’s only electric vehicle, the Focus Electric is anticipated to comprise of less than 5% of its hybrid and electric vehicle sales moving forward. Last year, Ford sold 685 Focus Electric vehicles which was around 2% of Ford’s total EV and Hybrid vehicle sales.

Ford Focus Electric sales graph

“Overall, it’s meeting our expectations in the marketplace,” said C.J. O’Donnell, Ford’s group marketing manager of electrification, in a telephone interview. “I think as we expand the footprint, by definition, we will get more customers.”

Most of the Ford Focus Electric sales to date have been to retail customers rather than fleet customers. 90% of those retail sales are in California, where Ford first launched the Focus EV. O’Donnell insists the Focus Electric is not a compliance electric vehicle. “I hear that a lot and I don’t want to say I take offense to it, because that’s kind of strong,” he said. “Our strategy is to offer customers choice.”

The road forward will be a tough one – with Nissan’s recent price drop on the Leaf, the Focus Electric is $10,000 more expensive.