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Ford opens limited reservations for 2012 Focus Electric; starting at $39,995

Ford has opened reservations for the 2012 Focus Electric, with a starting price of $39,995, including $795 in destination charges but before state and federal incentives. Buyers can configure a Ford Focus Electric and place orders with a Certified Electric Vehicle (EV) dealer via a dedicated website.

A limited number of Focus Electrics will first be available in California and the New York/New Jersey regions. Availability of the Focus Electric will expand next year to the remaining 15 launch markets as production ramps up.

The 19 launch markets include: Atlanta, Austin and Houston, Texas; Boston, Chicago, Denver, Detroit, Los Angeles, San Francisco, San Diego, New York, Orlando, Fla., Phoenix and Tucson, Ariz.; Portland, Ore.; Raleigh Durham, N.C.; Richmond, Va., Seattle, and Washington, DC.

Markets were chosen based on several criteria, including commuting patterns, existing hybrid purchase trends, utility company collaboration and local government commitment to electrification.

Focus Electric comes standard with: MyFord Touch with 8-inch touchscreen; two driver-configurable 4.2-inch color LCD displays in cluster for unique EV driving screens; MyFord Mobile App (for remotely monitoring and scheduling battery charging with owners’ smartphone as well as remote start); HID Headlamps; 17-inch aluminum wheels, ambient lighting, seats made from 100% recycled material; Rear Camera with Rear Parking Sensor; Intelligent Access with Push-Button Start; MyKey; voice-activated Navigation System; Particulate Air Filter; hands-free SYNC Bluetooth telephone connectivity with Traffic, Direction and Information Services; electronic traction control; Sony-Branded audio with nine speakers; SIRIUS Satellite Radio and HD Radio.

The only options are leather-trimmed seats ($995) and two paint colors ($395 and $495).



Paying around the same as for a Volt with no range limitations or $3-4,000 more than for a Leaf but with a tiny boot seems like a truly lousy deal.
Ford will sell you an electric car - if you insist and do not care how much you pay.
Their lack of commitment to electric shines through.


Not so true with the Volt. I just test drove one and the Dealer priced it for me with a $4,000 mark up. Final price after all of the crud they threw on it ($300 for door-edge -guards which anyone could put on for $10) was $51,000 before taxes.

But yes, the leaf and electric focus aren't at my price range yet either. I'll pay extra for electric, but I don't want to be a sap, nor do I want to fund their R&D nor their "me-too, look how green we are" images.

Best bet as to who gets one in the price range first that I won't cringe nor feel bad about buying, is going to be Toyota, or maybe even Toyota/Tesla.


I guess their market research indicated they could sell a certain number at this (outrageous) price but disappointing for those who are waiting for a reasonably priced EV.


It is costing Nissan/Renault around 4-5 billion Euros to set themselves up for electric vehicle production. That money has to come from somewhere. After all their investment in the completely new equipment needed for many of the parts in an EV, not just the batteries, is amortised, then we might start to see lower prices.
If you want to criticise the Ford price, fine, but Nissan/Renault and Mitsubishi should get the credit for the extremely aggressive pricing they have adopted, as well as trail blazing.

It would cost a LOT of money for Ford to set themselves up to produce in big enough volume to truly compete in electric cars with Nissan.

Justifying that sort of investment in the present climate is tough.
Nissan is just pressing on with their pre-existing game plan.

Roger Pham

BEV can be cost-effectively produced with economy of scale when the BEV will share major electric components and chassis with a comparable HEV or PHEV made by that same company. For example, a Ford Focus BEV can use the two electric motors from the Ford Fusion Hybrid as well as the power electronics. Actually, have two electric motors in which the vehicle cruises only using one motor, while the second motor is used only for rapid acceleration or very high-speed cruising, may result in higher cruise efficiency.


No way around it.. motors, inverters and batteries cost money.. and then you have specialized electric AC compressors and electro-hydraulic brake systems. Its the reason Nissan will have 6 factories in 3 continents building electrics, to get mass production discounts.


Specialized A/C compressors? Sealed electric compressors are used everywhere else; it's the automotive units with their belt drives and leaky shaft seals that are specialized. The Prius uses electric A/C to make it independent of the engine, and the industry has been pushing to electrify accessories for close to 20 years now.


So, the three available PHEVs are all priced the same (essentially) $40k - TM might want to check the VOLT'S lease deal at a fixed $350/month. While Ford has yet to make a major commitment to EVs - I suspect they have a rampup plan for Focus and other brands.

The automotive world is trying hard to avoid giving up its clunky technology - but efficiency numbers blow ICE away. With Ford's hybrids and this EV - they are in the game. Congratulations to Ford for getting off the sidelines.

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