Ford Electrification Boss Calls The Focus Electric A Compliance Car That’s “Not Too Exciting”
BY MICHAEL GAUTHIER | POSTED ONJULY 9, 2018
If you forgot that Ford makes the Focus Electric, you’re probably not alone.
While the model has been on sale for years, it never caught on with consumers and data shows the company has only sold 501 units in the United States through June. To put that number into perspective, Chevrolet managed to sell 1,161 Bolts last month alone.
There are a number of reasons why the Focus Electric isn’t flying off dealer lots and part of it is the car’s limited range. Thanks to a recent update, the model has an EPA-estimated driving range of 115 miles (185 km). That’s a big jump from the 76 mile (122 km) range on 2016 models, but it pales in comparison to newer electric vehicles such as the Bolt, Nissan Leaf and Tesla Model 3.
Despite being at a major competitive disadvantage, the Focus Electric starts at $29,120. That’s $870 less than the Leaf, but that model has a range of 151 miles (243 km).
Given the dismal sales figures, Ford has finally admitted the obvious. In a recent interview with Engadget, the company’s global director of electrification, Ted Cannis, seemingly referred to the model as a compliance car. That’s not exactly high praise, but Cannis said “there’s nothing wrong with [the] Ford Focus Electric” and stated it is “executed well.” However, he admitted it’s “not too exciting.”
That’s a bit of an understatement and Ford’s efforts to entice buyers have been somewhat laughable. Earlier this year, the company announced the 2018 Focus Electric would be offered in Outrageous Green Metallic which was described as a “unique shade, symbolizing modern renewal and a reconnection with nature.” Unsurprisingly, a new paint shade hasn’t caused a rash of Model 3 cancellations.
While the Focus Electric turned out to be a dud, the company has high hopes for the future. Cannis says the company’s upcoming EVs will be “awesome” and far more exciting than the Focus Electric.