The Nissan Leaf-rivalling Ford Focus Electric hatch costs from £33,500; Ford expects to sell 30 this year
Julian Rendell
4 September 2013

Ford will price its new Focus Electric five-door hatch from £33,500, a hefty premium over its nearest rivals.

The 143bhp Focus Electric will cost nearly twice as much as the cheapest £15k Nissan Leaf and £17k Renault Fluence ZE, although the running costs of the Renault are higher because the battery must be leased.

Ford it predicts UK 30 sales in its first year. The car is on sale now, and first deliveries are expected in the last quarter of the year.

Its main target will be corporate customers, where an electric car is of growing importance, sometimes as part of a comprehensive fleet deal.

‘We are responding to interest from fleet customers and in support of Ford’s market-leading business sales,’ says the company.

Part of the justification for the launch is a Europe-wide survey sponsored by Ford that reported 72 per cent of Europeans believe electric cars are better for the environment, while 28 per cent said they would consider buying an electric vehicle.

The Focus Electric is at the heart of a sales strategy, under the ‘Power of Choice’ banner, that will roll-out across Europe this year and next.

Also coming are a Mondeo Hybrid, based on the US market Fusion, although that won’t be on sale until late 2014/early 2015 when the much-delayed Mondeo finally hits UK shores two years later than planned.

However, a third electrified Ford model, the C-Max Energi plug-in hybrid isn’t coming to the UK.

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4 September 2013

The 1 million pounds raised through sales would not even pay for the development costs of the electric Focus let alone the cost of actually producing and selling the thing, so why bother?
Or maybe there's a govenment grant involved and the money may as well be spent anyway.
Don't Ford's cuctomers know that a proper electric car in the shape of the BMW i3 can be had for a lot less

4 September 2013

Read the story

4 September 2013

Why bother? Because it has to be seen to be in the market, especially for fleets.

Also, isn't the Nissan leaf only that price as you need to lease batteries as well?

Dear Autocar website designers,

I understand your need to bring revenue in with advertising. However, can you do it in a way that makes your site usable please?


4 September 2013

Because the UK isn't the only country in the world.

4 September 2013

The fact that this costs about the same as a Chevrolet Volt shows Ford have their price wrong. However you will probably get one free if you buy 200 normal Focus for your fleet

4 September 2013

Whilst it may be expensive, it lowers Ford's CO2 rating for it's overall range of cars. Not just essential for Europe but now for places like California too.

4 September 2013

To shift these they need to be competitive with the defacto market price of a new Leaf, delivery mileage examples including the battery are £16k.

4 September 2013

Ford are clearly mad, forget the Leaf et al, this is 3k more than the state-of-the art BMW i3!!!!! Guess which I'd rather have in my garage?

4 September 2013

At this price Ford will be damn lucky to sell 30 unless as somebody else suggested they give one free to every fleet buyer ordering a 100 conventionally fuelled Focus.
However since its a Ford you can expect it to handle better than Nissan Leaf for one. But for this money you can buy a BMW i3 and still have cash for holiday abroad.

5 September 2013

Has anyone here actually seen an i3? It's soooooooo UGLY. You would need a holiday to get away from it.

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