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Sometimes, things just can't find a home on "regular" TV. Just ask Saturday Night Live's Not Ready for Prime Time players – or the Ford Focus Electric.

Turns out, Ford will spend about a tenth of what it usually spends on new-model launches on the all-electric Focus and will shoot for a more digital emphasis in the process because of uncertainty over how the cars will sell, a company executive told Bloomberg Businessweek.

Ford, which often spends in the neighborhood of $100 million publicizing a model launch, will likely spend less than $10 million on the Focus EV's digital campaign. That's according to John Felice, general manager of Ford and Lincoln sales. Ford is likely hedging its bets because of launches of cars like the Chevrolet Volt and Fisker Karma extended-range plug-ins that could best be described as "spotty."

On Wednesday, Ford said its digital campaign will include a game on Facebook that will let social-media users take "digital road trips." Players can use Mapquest to figure out how far the drive is to certain locations, and whether the Focus EV would be able to get them their without having to get out and push it.

Ford, which started production on the Focus EV in Michigan late last year, also said earlier this week that the EV would be featured in a reality-competition series called "Plugged In" that will be broadcast on Yahoo! starting in May. That series will involve two-person teams competing in a scavenger-hunt type competition and will take place in 10 U.S. markets, including Los Angeles, New York and Chicago. "Project Runway" and "Top Chef" production company Magic Elves is creating the show, whose competition winners will be awarded Focus EVs.
Show full PR text
Ford Launches Focus Electric Online with World's First Digital Road Trips for Facebook Friends

"Plug N Play in Electric City with the 2012 Focus Electric" game gives Facebook users first Focus Electric driving experience over next six weeks
Focus Electric – certified by the U.S. Environmental Protection Agency to offer the equivalent of 110 miles per gallon (MPGe) in the city – is rated America's most fuel-efficient five-passenger vehicle

SAN FRANCISCO, April 12, 2012 – Ford is giving Facebook users the chance to take a road trip in the all-new Focus Electric before the car is available in most markets and without even having to step away from their computers.

Called "Plug N Play in Electric City with the 2012 Focus Electric," the Facebook-based game gives the user and four of his or her friends the ability to take a short trip in a virtual version of the car using Mapquest® mapping data to calculate how far different destinations are in proximity to charging stations along the way.

"This is a great way for consumers to both have fun and learn about the new Focus Electric at the same time," said Chad D'Arcy, Focus Electric marketing manager. "We want to offer people the opportunity to experience the car now, especially those on Facebook who have supported us for so long."

The trip provides a glimpse into just some of the technologies and features of Focus Electric, rated America's most fuel-efficient five-seat passenger vehicle and certified by the U.S. Environmental Protection Agency to offer the equivalent of 110 miles per gallon (MPGe) city, 99 MPGe highway and 105 MPGe combined.

Plug N Play in Electric City is Ford's latest foray into the social media arena and further illustrates how Ford is launching the new 2012 Focus Electric in a new and different way.

Ford's electrified vehicle business is fundamentally different than some competitors, beginning with a strategy to electrify platforms – not one-off specialty models – realizing sales will grow over time and the need for flexibility to adjust production to demand as the market develops.

Now, Ford is building on social media innovations such as the Fiesta Movement by taking the Focus Electric to consumers in a very targeted, digitally focused manner with an educational foundation because the company's research shows many Americans simply do not yet understand the technology.

"Social networking allows Ford to meet customers it might not connect with through traditional advertising, making it easier to open a dialogue with a whole new audience," said D'Arcy.

Ford announced earlier this week it is casting for "Plugged In," Yahoo!'s first reality competition series pitting teams of two against each other in a competition for the chance to win a Focus Electric. The series highlights many of Focus Electric's features as contestants rely on the vehicle to complete various challenges.

Ford's Electrified Vehicles Facebook page – home to the Plug N Play in Electric City game – was developed and launched in late 2010 to help consumers understand the differences between electrified vehicle technologies so they can make informed decisions about alternative-fuel vehicles. Now with more than 38,000 subscribers, the page can be found at www.facebook.com/FordElectricVehicles.

Plug N Play in Electric City highlights many of Focus Electric's features, such as the technology behind the car's advanced charging system and how easy it is to use.

"We worked diligently to provide an experiential application that offers both entertainment as well as education for our fans," said Scott Monty, Ford global digital and multimedia communications manager. "It's fun to share experiences through Facebook – and we hope to educate our customers on Focus Electric features along the way."

Plug N Play in Electric City is paired with Ford's electrified vehicle website at http://www.ford.com/technology/electric/, including a "Ford for Me" that allows consumers to describe their driving habits so the best electrified vehicle technology can be matched to their needs. More than 200,000 visitors already have checked out the Ford site.

Production of the Focus Electric began in December 2011 at Ford's Michigan Assembly Plant in Wayne, Mich. More information about MAP can be found here.

Ford will ramp up Focus Electric retail production in the first half of 2012 for dealership availability in California, New York and New Jersey. By the end of 2012, Focus Electric will be available in 19 markets across the U.S.

More information about Ford's electrified vehicle lineup – including press releases, technical specifications and other related material – can be found online here. Photos of the Focus Electric can be found here.


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    • 1 Second Ago
  • 97 Comments
      DaveMart
      • 3 Years Ago
      Anyone got any idea of how the trim levels and so on in the Ford compare to that in the Leaf? It's my understanding that it has the top of the line Titanium do-dads, and so may be more comparable to the Leaf SV and the prices not as wildly out of line as it appears on first blush.
      Ford Future
      • 3 Years Ago
      The Nissan Leaf has better pricing, including a better lease and a better interest rate to buy. - Two price points. - Very Attractive LEASE rate, including the charger installation. Come on FORD, you can do better then this.
        Ford Future
        • 3 Years Ago
        @Ford Future
        The Volt has a very appealing lease as well: 3 years, $349 a month, but $2,499 due at signing. This might be the way to go, to allow batteries to improve the "range" issue. Get's more Volts into the used car market as well.
      kEiThZ
      • 3 Years Ago
      Meh. In line with their ridiculous pricing for the Hybrid Escape. $11000 premium. I'm starting to hope that Tesla mops the floor with these guys.
      • 3 Years Ago
      This is one of the most exciting electric car releases ever, and because it's being played so quietly, nobody's going to know until after the fact. Ford has developed a smart deployment plan beginning with a brand that has recognition and respect in the small car sector. Then they revamped the brand, raising quality and features, even in the lowest models and offering a variety of packages including an eco version and an exciting sport model. But more importantly, once they built the EV, they released it first in select cities where the infrastructure and interest levels would guarantee a certain level of sales. During this initial release, they are able to get the feedback that their competitors are having to get from their wide releases. Then they'll be able to offer the final production vehicle as a "1.1" version after fixing many of the inevitable bugs of new technology. And even beyond that, they are acknowledging that this car won't be perfect and will be mainly marketed at early adopters. So they're limiting their financial exposure with a low profile release. Then in 2013, they can announce the next model with vast improvements for the mass market. Most likely by that time, there will be broader charging infrastructure in place as well. As far as the price, it comes in at $4,500 more than the Leaf and a whomping $55 more than the Volt! And honestly, with the list of standard features and the build quality of the Focus series leading up to this model, it would probably still be competitive at an even higher price. EVs are going to be successful. There are a lot of important companies developing the infrastructure. And the cost savings compared to standard fuels are already noticeable, even before the coming jump in gas prices and drop in solar prices. This will be a major release to follow, and it would be a shame to give in to the urge to go negative on the prospects of success.
        hodad66
        • 3 Years Ago
        You didn't even mention the "fantastic" trunk space..... oh yea, there is none! Why? Because they couldn't be bothered to design a battery powered vehicle from the start, Instead they shove batteries where the storage used to be..... amazing.... ;'-)
        Spec
        • 3 Years Ago
        " a whomping $55 more than the Volt!" So it costs MORE than the Volt that comes with an entire ICE drivetrain? You make it sound worse than I thought.
        DaveMart
        • 3 Years Ago
        On a more serious note, I am not familiar with US prices, but I heard that the Ford EV is done to the specs of the Titanium, and so it should be compared with the more expensive Leaf SV not the base model bringing the price differential right down. Anyone know the comparative specs and figures?
        Rotation
        • 3 Years Ago
        It is not one of the most exciting electric car releases. It's a conversion, a compromised one. That puts them well behind the LEAF or Tesla Roadster, let alone future Teslas. At least they let you buy it, unlike a BMW ActiveE, I'll give them that. It's just Ford playing it safe with EVs. That's fine, but it's not one of the most exciting electric car releases.
        Ele Truk
        • 3 Years Ago
        Seattle was supposed to be one of those initial release markets, I know because I was there when Ford annoucned it to the Mayor. But guess what, not any more. Seattle now is not one of the initial markets (where they actually have a chance of selling a few) but relegated to "the rest of the country" when we have the 2nd best EV infrastructure (after CA). Great planning Ford!
        SVX pearlie
        • 3 Years Ago
        "it comes in at $4,500 more than the Leaf and a whomping $55 more than the Volt! " Which is why the FFE is pure fail. For the same price, you can get EREV to drive to Vegas or SF in something noticably sleeker, or you can save $4500 upfront (more, if you get the MIEV). From a rational POV, there is absolutely no reason for any buyer to consider the FFE. Everything the FFE does, Nissan and GM do cheaper or better.
          marcopolo
          • 3 Years Ago
          @SVX pearlie
          @SVX pearlie Obviously, i prefer the GM Volt. But, the FFE has it's fans. The iMev is a very basic, odd looking, rough little car, with an econo-car appeal. In contract the US version of the FFE, is a very much more sophisticated and attractive vehicle. Easily worth the additional $4000, especially among older buyers. If all car buyer bought for the same reason, there would only be one make! But, humans being humans, value is in the eye of the beholder. Instead of attacking one EV in preference for another, we should be encouraging the production of more EV's and less ICE !
          Ele Truk
          • 3 Years Ago
          @SVX pearlie
          All true, except I think the FFE is better looking than the Leaf or Volt or MIEV. But I'm not willing to pay $4500 just for that.
          marcopolo
          • 3 Years Ago
          @SVX pearlie
          @ SVX pearlie And the leaf looks like? Well the leaf looks like what it is, and small hatchback ! But looks are very subjective, however the Ford Focus is an international best seller, largely because of it's attractive looks!
          SVX pearlie
          • 3 Years Ago
          @SVX pearlie
          No, the Focus is a global seller because it is widely sold and not expensive.
          2 Wheeled Menace
          • 3 Years Ago
          @SVX pearlie
          ^--- i see my work here bitching about the price/value is done. Thank you, kind sir. ( in other words, i totally agree. )
          SVX pearlie
          • 3 Years Ago
          @SVX pearlie
          @marco: you need to stop drinking the bong water. The FFE looks *exactly* like an econobox Focus which costs far less than a Leaf, so how you call that a status upgrade I have no idea.
        DaveMart
        • 3 Years Ago
        Hi Matt. How is the pay at Ford? I do hope you are not on a tenth the usual rate! :-)
          marcopolo
          • 3 Years Ago
          @DaveMart
          @Dave Mart, What kind of comment is that? Matt voiced a perfectly reasonable view. It may not be your view, but it's reasonable. In what way does dissenting form your view, may him automatically an employee of Ford? Why discourage a new poster, simply because he hold a divergent opinion?
          marcopolo
          • 3 Years Ago
          @DaveMart
          @DaveMart So sure, so cynical, so ready to condemn without any evidence !
          DaveMart
          • 3 Years Ago
          @DaveMart
          Marco: Get real. That is pure advertising copy.
      Spec
      • 3 Years Ago
      Why heavily advertise something that is going to flop anyway? At $40K, it can't compete with the Leaf, Volt, or Mitsubishi-i.
        SVX pearlie
        • 3 Years Ago
        @Spec
        "it can't compete with the Leaf, Volt, or Mitsubishi-i." FFE competes evenly with Smart EV, E-MINI and other marketing stunts that shift all of the actual cost to the customer.
          Spec
          • 3 Years Ago
          @SVX pearlie
          *ZING* Exactly.
      2 Wheeled Menace
      • 3 Years Ago
      To the back of the bus with you, EV's! I guess a lot of you folks were right when you said Ford does not even remotely have their heart in the alternative energy game.
      marcopolo
      • 3 Years Ago
      Boy, you think GM's Volt come in for some unreasonable hate from right-wing a***holes, but here we have EV enthusiasts in a feeding frenzy of hate against the Ford Focus EV ! the main criticisms appear to be: 1) It's not a purpose built EV. 2) Ford is guilty of outsourcing 3) It's has no truck space . 4) It's proof that Ford is secretly trying to destroy EV's.(Conspiracy) 5) It's too expensive. 6) Ford should commit $4-7 billion to build a car to match the Leaf. 7) Ford should have spent $100 million advertising Focus EV. I think that just about covers the negative criticism (apart from those who just hate Ford). In defence of Ford, the Ford Focus EV, and EV progress, I would like those who are so free with criticism to pause for moment and think what it takes for a manufacturer to produce a mass production EV like the Leaf, GM Volt or even the iMev, The PRC has 8 locally owned, major auto-manufacturers, (mostly heavily subsidised/partly owned by the PRC government). France has 2, (both subsidised, Renault is partially owned by the French government.) Germany has 3, (in effect 5). the UK, 0, India,2, Italy, 1 , South Korea 2, Malaysia 2, Japan 8, the USA 2. Now of those two US car makers, GM has just emerged (by the largess of the US taxpayer), from bankruptcy. Ford, the other US owned auto-manufacturer, is slowly recovering from years of massive debt and losses. Out of thirty-four major auto-manufactures, only five have released mass production, EV (or EREV) models for sale. These models have so far sold barely 60,000 units world-wide. Baring this in mind try to see things from Fords point of view. 1) The Focus EV benefits from the good looks, component sharing of it's Focus sibling. 2) Outsourcing, has a long and successful history in the Auto-industry. 3) The Focus EV loses some trunk space, but still has adequate space. 4) Silly. 5) Ford lacks the capacity to produce the vehicle for less. The Focus EV, will find buyers willing to pay a little extra for a 'proper car'. 6) Ford doesn't have $1 billion to invest in unprofitable projects. Ford's priority is expanding it's hybrids. 7) Even if Ford could sell as many focus EV's as GM's Volt or the Leaf, a $100,000,000 ad budget would add $10,000 extra per car, to an already expensive model! Ford is slowly ,and cautiously, regaining financial solvency, and momentum. Ford is still not in a position to take massive investment gambles. The Focus EV, is a perfectly adequate EV, it provides a different type of EV to a different type of buyer. Before you criticise Ford, perhaps you should consider what the other 29 major auto-manufactures are doing? At least Ford is doing what it can, and is entering the EV market with a vehicle that will appeal to those who want to buy an EV, that looks like a 'real' car. It may not appeal to you, (or me), but the Focus will find a market, and Ford have time to expand EV technology with progressive models.
        EVSUPERHERO
        • 3 Years Ago
        @marcopolo
        No plans to mass produce. Cashing in on EV greenwash, yet refuses to mass produce. 40k, for less car than the Leaf. Purposely sand bagging EV's so people will buy their ICE cars. Focus EV is priced for 2008 instead of 2012. Ford has no capital to build a nice EV, they just fake it and pretend they are building one. They must consider the add costs because why create demand for a car they never intended to mass produce. Out sourced for the same reasons. Every day the large OEM's fake like they are going to build a EV, is a great day for Carlos Ghosn and Nissan/Renault.
          marcopolo
          • 3 Years Ago
          @EVSUPERHERO
          @EVSUPERHERO You are an early adopter of EV's, so am I. Yet, why do you find it so difficult to understand basic business economics, opting instead for absurd conspiracy theories. "Purposely sand bagging EV's so people will buy their ICE cars". That statement would only make sense if only Ford produced EV's. Why wouldn't a buyer simply purchase a Nissan Leaf, Volt, or iMev, or any other brand of EV ? If you are not careful, you'll start sounding like DF. Building or not building EV's is not a crime! Recklessly, spending a lot of 'other peoples money', and going bankrupt, is a crime ! Renault/Nissan can afford to spend $ 4 + billion on selling maybe 20,000 cars and becoming established as a pioneer in EV transport. Ford has no support from a Government shareholder! Ford has no domestic market protection for it's products, but most importantly, Ford just hasn't got $4 billion to invest ! The Ford Focus EV, is not a 'Fake' or a 'Pretend' EV because it shares its body design with the ICE Focus. Nor is the Focus, less car than the Leaf. In some ways it's considerably superior to the Leaf ! Ford outsourced it's EV design to a speciality builder. How shocking ! Yet that's exactly what most automakers do with new or specialist technology. (including Tesla) . Just because the Ford Focus EV doesn't meet your exacting aesthetic ideals of an EV, doesn't mean is a bad car, or won't appeal to others. Instead of abusing the hard pressed and financially constrained Ford Motors, who is at least doing it's best to utilise EV technology , perhaps you should save your energy for encouraging the much wealthier German Auto-makers, who produce lots of exciting 'concepts', and "trials" but no actual vehicles for sale!
          Ford Future
          • 3 Years Ago
          @EVSUPERHERO
          This is FORD's EV1.
        Anne
        • 3 Years Ago
        @marcopolo
        I commend you for defending Ford and think you are right on most points. You say: "Ford is slowly ,and cautiously, regaining financial solvency, and momentum. Ford is still not in a position to take massive investment gambles." What you use to defend Ford is in fact deeply worrying. Many think that the market share of EV's will gradually increase over the years, giving everyone ample time to line up there offerings for the new era in automobility. I think it doesn't happen that way. I expect it to happen relatively quickly. Perhaps five years from now, or twenty, that doesn't really matter. Until that sudden shift happens, many car manufacturers are lulled in to complacent thinking: "EV's are just a niche product. We must have something in the showroom for marketing purposes, but it's not what pays our salary" It will be a self fulfilling prophecy. Until the sudden shift happens. The shift that is about to come doesn't happen very often in a mature market like this, and you'd better be in a good position when it happens. "Ah, well there are 29 other losers that I can join, so at least I'll not be alone" does not seem like a winning strategy to me. Another quibble that I have with your comment is that you call the Focus Electric a 'real' car, more than once. As opposed to what? The LEAF? What people here judge the Focus Electric on is not if it is a 'real' car. You can walk into any dealership and find dozens of 'real' cars to choose from. Nothing special about that. What the Focus Electric is being judged on, and rightly so, is whether they have built a real *EV*. In EV-land, simply putting the battery in the trunk is a big no-no. There are dozens of hobbyists that have been doing that for years in their garage. Yes, you can commend Ford for at least doing something, but I think people expect more from the company that made the car affordable for the masses.
          Ford Future
          • 3 Years Ago
          @Anne
          Exactly. Technology breakthru's are DISRUPTIVE. Look at Nokia, or Blackberry. Is FORD the new Nokia?
          SVX pearlie
          • 3 Years Ago
          @Anne
          "This situation is especially painful for Ford's Chairman, who was promoting environmental causes and EV's more than 20 years ago ! Long before most of his critics had even heard of EV's ! " The GM EV1 was released to the public in 1996, nearly 20 years ago, following the Impact EV concept of 1990. If it actually mattered to Ford, more than lip service, what was Ford doing 1990 to 1996?
          marcopolo
          • 3 Years Ago
          @Anne
          @Anne I have been in the Automotive fleet finance business for more than 35 years. I have also been in the the specialist EV supply and rental business for nearly 17. I've built (or commissioned) my fair share of EV's. Unfortunately, I don't share your optimism that within five years there will be a massive shift to EV's. That will only come with either a significant breakthrough in the production of a low cost energy storage device, or by the slower depletion of economic fossil fuel. EV's will continue to grow and prosper, but it will be more than five years before economy models begin to generate profits. Mass production EV's are the product of Billions of dollars investment. Most, not all, but most, investment has been in the form of unprecedented loans and subsidies from various governments (taxpayer). Ford just doesn't have a spare $4 billion like Renault/Nissan to develop a Leaf, but it can offer an EV to buyers who don't live in "EV-land" , and are willing to accept some compromise to have the advantages of a car that looks, feels and drives, as it's buyers perceive to be a 'real car' ! This is a niche in the market Ford can fill. Going broke attempting to directly compete against richer, and better resourced competitors, to supply a product years away from any profit, isn't just folly, it's plain suicidal ! This situation is especially painful for Ford's Chairman, who was promoting environmental causes and EV's more than 20 years ago ! Long before most of his critics had even heard of EV's ! Ford is not really interested in appealing to ABG readers, (most of whom, especially the loudest, don't even own an EV) but to older Ford loyalists, and Fleet sales. Ford is very much like the Tortoise in the old parable, ABG readers are often like the Hare! (Or like Don Quixote, riding off in all directions at once! )
          Anne
          • 3 Years Ago
          @Anne
          marco, Don't put words in my mouth. I didn't predict a shift in 5 years time. Read my comment again.
        mylexicon
        • 3 Years Ago
        @marcopolo
        I think it is natural for an industry with a record of abysmal failure to be lampooned by every armchair expert on earth. Whether the auto industry likes it or not, they have failed quite spectacularly in the US market over the last decade or so. Loose credit and horrible fleet economy across the board for basically every automaker. I'd like to say that Toyota emerged unscathed, but even Prius got dragged through the muck by mishandling the unintended acceleration claims. Of course, I also perceive the green scene to be its own worst enemy--obstinately dedicated to an abstract ideal rather than substantive progress (which is also abstract so I have no idea why people can't accept it). This thread is much ado about nothing, imo.
          marcopolo
          • 3 Years Ago
          @mylexicon
          @mylexicon You post contains a lot of truth. But the US auto-industry is not alone. It's symptomatic of all US older heavy industries. For a long time US industry sank into decay, from a lack of US interest in protecting it's workers and manufacturing industry from foreign competition. There was far more money to be made in the new, sexy, innovative industries, so the old low profit, capital intensive, expensive labour 'dirty' industries like Steel, Textile, Chemicals, Ship Building, Automotive, etc , were allowed to be shipped overseas, (along with the employment) to low labour cost nations, without pesky environmental laws, and human rights. The few that remained, failed to attract the best managers and struggled with the worst excesses of US corporate mismanagement. Xe's like Jack Nasser, who saw his duty, not as a car maker, but to produce ever higher paper dividends for his Banker and Financial Fund shareholders. Profits, were created not by increasing production, sales and real value, but by up-valuing intangible "Assets" and increasing debt, by the use of more, and more dubious, intricate financial instruments. Meantime, the old industries lacked the capital investment to re-equip, and re-tool to meet the increasingly stronger foreign competition. The best and brightest of US graduates abandoned the old corporations and sought opportunities in the new high-tech industries. Capital flowed out of the old industries and into the new gold rush of the tech boom, where new start-ups could make investors staggering sums overnight. Eventually, the bubble had to burst and the US found itself in danger of becoming a nation of people whose only industry was selling hamburgers to each other ! It's been a hard road back for US industry, (and the fight is not yet won by any means), but no one has done more to restore US industrial manufacturing and US industrial confidence than the Ford family. They deserve respect, not derision from ungrateful fellow Americans.
        SVX pearlie
        • 3 Years Ago
        @marcopolo
        My criticisms are very simple: - the FFE adds no technological features over the Leaf to justify the vastly higher price - for the same price as the Volt, the FFE provides far less utility. Technically, the TCE and FFE create no lasting value for Ford, as this is all outsourced work. There is no Ford EV supply chain being built, nor EV engineering expertise, nor proprietary EV IP to build upon. Now if you're a die-hard Ford guy, that's fine. But otherwise, it's a clearly sub-par product that deserves nothing but scorn and failure in the open marketplace.
          Ford Future
          • 3 Years Ago
          @SVX pearlie
          Also FORD set this up with a one price Premium Model. It's a business case study of success and failure. Ford: One Expensive model. Toyota: A spectrum of hybrid models with advanced features at the top end, with a real drive for marketshare and cost reduction. Leaf: At least two models to choose from. Is FORD constrained by it's supplier? Is it doing anything about it?
        Dan Frederiksen
        • 3 Years Ago
        @marcopolo
        your default is to side with evil so clarifying is perhaps a waste but here is it. it's not as such a problem that it's a conversion if the basis car is then largely free of dev cost for them. the decisive problem (and it is huge) is that the ICE focus costs 18k including a very elaborate combustion engine drivetrain yet the electric version without all the ICE parts cost 40k. that is inexcusable. the math is relatively simple, say we take out 3000$ worth of ICE junk. then add 5000$ cells, 2k$ for packaging, 1k$ for power electronics and 1k$ motor in rough numbers. that's 24k. say 25.800 to add a little profit on the electric parts as well. then I wouldn't call them betrayers of mankind. but they ended up at 40. at 25.8 they could sell quite a few. but they didn't want that
          Spec
          • 3 Years Ago
          @Dan Frederiksen
          Now I don't buy Dan's numbers but he has a point. But even if we assume the EV battery & Powertrain is $17K added straight onto the ICE Focus, it shouldn't cost more than $35K .
        Nick
        • 3 Years Ago
        @marcopolo
        Point taken.
      Dan Frederiksen
      • 3 Years Ago
      designed to fail.. Chris Paine, it's a do over Chelsea Sexton, time to get the few remaining EV1s released, maybe even get GM to allow kit replicas. big auto is getting too comfortable again
        Pete K
        • 3 Years Ago
        @Dan Frederiksen
        Jesus Christ. The Leaf is just now going to be available nationwide...the Volt just had its best sales ever in March...and you really just need to take your positivity pills... Ford is doing a half-assed effort, but that doesn't mean that this is the end of the world for EVs...
          RC
          • 3 Years Ago
          @Pete K
          Talk about chill pill dude, there's no need to bring Jesus into this.
          Spec
          • 3 Years Ago
          @Pete K
          WWJD (What would Jesus Drive?)
          Dan Frederiksen
          • 3 Years Ago
          @Pete K
          coward. you end up making my point while pretending I said something wrong. I never said we lost. all evil will die. that's how it works. ICE is dead, it just doesn't know it yet. but it's moving much too slowly
          marcopolo
          • 3 Years Ago
          @Pete K
          Spec ....over DF, with luck !
      RC
      • 3 Years Ago
      Why can't Ford offer leather seats on the Focus EV? that leather trim option is not enough to go against the LEAF.
        Nick
        • 3 Years Ago
        @RC
        Leather is not green. As a matter of fact, using dead animal skin on seats is absurd in this day and age.
          SVX pearlie
          • 3 Years Ago
          @Nick
          I like turtles, too. Very tasty in soup!
          Joeviocoe
          • 3 Years Ago
          @Nick
          Using every part of the animals that we eat is Not Green?
          Nick
          • 3 Years Ago
          @Nick
          Vinyl seats can be made of recycled plastics, and are far more durable than leather. Cloth seats are not oil based and can be very durable as well. Dare I say more durable than leather? Animals are killed for their meat AND for their skin. Stop pretending leather is just a "byproduct" of something we'd already be doing. Plus, tanning leather is a polluting process.
          DaveMart
          • 3 Years Ago
          @Nick
          Teflon coating as is done in the new Renault Zoe is supposed to help keep cloth seats looking spic and span. Personally although I don't have an ideological issue with leather I prefer cloth.
          MTN RANGER
          • 3 Years Ago
          @Nick
          But the tanning/processing of leather is rather nasty. http://en.wikipedia.org/wiki/Leather#Environmental_impact That said, all my cars still have leather.
          Letstakeawalk
          • 3 Years Ago
          @Nick
          The leather used in the Fisker Karma demonstrates that leather can indeed be a very green product. It is renewable, and can be processed in a relatively enviro-friendly way. http://www.bowleather.co.uk/bow/Environment_2010.aspx OTOH, for the ultimate in green interiors, they also offer an Eco-Chic interior, a synthetic suede made with 100% recycled plastics.
          • 3 Years Ago
          @Nick
          Considering how much longer leather lasts than pretty much every other material available, it's actually pretty damn green. You don't have to replace it, barely have to care for it, and it'll last a lifetime. The same cannot be said of cloth or vinyl. Especially vinyl, since it's a petrochemical, and doesn't do well with any sunlight hitting it. And just doesn't hold up to the wear and tear. Even a petrochemical as tough as Kevlar doesn't hold up the way leather does.
          marcopolo
          • 3 Years Ago
          @Nick
          @Nick, "I like leather ! But, I aways try to make sure the animal was endangered, or at least killed cruelly !" (Andrew Dice Clay) . @ Dave Mart, Be wary ! The after-care products sold by dealers (and even manufacturers) containing Teflon etc, restrict the flexibility on the cloth on the underside. This creates excessive wear and cracking as the vehicle ages.
          Rotation
          • 3 Years Ago
          @Nick
          The alternatives are all based upon oil. At least animals are renewable and people are eating them anyway, so the hides are available.
          Nick
          • 3 Years Ago
          @Nick
          Richard Gozinya What a load of bullcr-p. 1) Leather DOES need care, and it DOES degrade over time. It stretches and cracks from wear and tear and exposure to UVs. Cloth seats are far more durable and easier to clean (some can be wiped down with a moist towel) . Just look at used cars from year 2001 or so, and compare the two. Vinyl is one of the most resistant plastics out there, it has excellent "weatherability", and is extensively used OUTDOORS. You are an idiot.
          marcopolo
          • 3 Years Ago
          @Nick
          @Nick There y' go again, calling people idiots. Not all vinyls are the same! The vinyls used in car interiors are very UV sensitive. But Nick, why get so upset? You don't like leather, other do. Some leather seats (and saddles) can be brought back to life and look beautiful after 80 years! Visit any classic car show. The issue about killing animals is different. That's a moral choice. You live in a democracy and we all should respect your anti-meat/leather beliefs. But, in return you must respect others to hold different views.(especially when they are in the majority!) Now, go and play nicely with little Richard Gozinya......:)
          LiteNRG1
          • 3 Years Ago
          @Nick
          Actually in a way, it is green. You see mate, cows are gonna get killed anyway for food right? Instead of throwing away the cow skins to the landfill (which is NOT green), its best use is to make the skins into products like leather seats and such. Being green is also being resourceful.=)
          Rotation
          • 3 Years Ago
          @Nick
          Cloth seats get dirty too easily and are harder to clean. Not a fan.
          EZEE
          • 3 Years Ago
          @Nick
          I like turtles!
          SVX pearlie
          • 3 Years Ago
          @Nick
          Cloth seats can be based on cotton.
      Austin Too
      • 3 Years Ago
      My comment are in line with marcopolo's. I would have thought that in an EV enthusiasts' site, that the general opinion would be "the more the better -- let the market decide." But when it comes to the Focus BEV, the conversation always turns negative. 1. Most auto CEO's agree that the trend is toward increased electrification, but there is a big difference in opinion on how fast and in what form. Nissan/Renault are making a big play by building a dedicated (but very conventional) platform for BEV's. Other manufacturers, including Ford, are going to be using existing platforms -- at least for Gen I. There are pros and cons. If the market in the U.S. is really 150,000 upa ongoing, and Nissan can establish themselves as the "Prius of EV's", then perhaps their huge investment is warranted. But if volumes fall short, they are going to be sitting on a pile of fixed costs. Nobody knows where this immature segment of the industry is really going or how fast. 2. It is safe to assume that Ford believes that the move to BEV's is going to take some time, and that they are able to leverage their investment to improve fuel economy more effectively by applying technology to IC's, reducing weight, and developing improved HEV's and PHEV's that will sell at higher volumes. For Ford, it makes sense at this point to use an existing platform, and it also makes sense not to dedicate a whole plant to this effort. That doesn't make them somehow "evil." 3. To assume that Ford 'gave Magna the keys" on the Focus BEV is naive. Nobody here knows exactly what the split of engineering responsibility or component sourcing is. But do you really think Ford, with a background of excellent driving hybrids, would give up the powertrain control module (PCM) and associated software development? Do you really think they would give up durability testing and signoff? It really doesn't matter anyway because the customer will care only about the vehicle attributes of the finished product which include price, performance, features, and brand image among others. They don't care that their Porsche was made by Valmet. 4. The Focus BEV is built at Michigan Assembly Plant, not at Magna as some of you seem to believe. It is being mixed into production of this high volume plant along with IC Focus. In a couple of months, the C-Max HEV and C-Max Energi PHEV will be phased into the same line, and Ford will be the only manufacturer in the world making IC, HEV, PHEV, and BEV's all on the same line. Here are a couple of videos (the second one shows the "lump in the trunk" that everyone here loves to hate): http://www.youtube.com/watch?v=QRQuEcOesZA http://www.youtube.com/watch?v=lQYKw6rdY7E&feature=topics 5. I have not seen Ford issue any estimates on volume, but if I were to guess, it's probably in the 20-25k range. We'll see. Price could be an issue. Volume is not limited except by some typical component capacity lag time.
        miles
        • 3 Years Ago
        @Austin Too
        I also can't understand why this is a car so many love to hate. Something I seldom see mentioned is the fact that Ford was not sure of it's survival when this cars' development began. In 2008 how much money should be given to this project? I suspect a unique platform was out of the question, and electrifying an existing ice vehicle was their best bet...
          marcopolo
          • 3 Years Ago
          @miles
          @miles Miles, you are quite correct, Ford can only build what it can afford to build. It was a real struggle for Bill Ford jr to find resources to keep any EV development program existing in a company where every project had to make a profit, just to survive.
        Ford Future
        • 3 Years Ago
        @Austin Too
        FORD's commitment looks like a short term roll of the dice, not a long term investment strategy that could give Ford Leadership in this new field. It's pricing, it's optioning of the car, it's lack of models. This car has only one thing going for it, It's got a FORD badge and it'll be a collector's item, as the First Ford Electric in 100(?) years. So, their price gouging the collectors. Maybe this car is better then a BMW 3 series. We'll have to see in the reviews. Maybe Ford knows something about pricing, but, there's no evidence they do.
          Grendal
          • 3 Years Ago
          @Ford Future
          It's still a toe in the water. Marco and Austin are correct that at least they've done something. It's more EV's to choose amongst. Even if the FFE isn't a success it might force one of the more successful EV's to push a little harder for something more. We can all nitpick and point out the negatives as long as we keep an eye on the big picture: the more EV's, hybrids, and EREV's out there the better.
      Robyn
      • 3 Years Ago
      Want to start making some extra incomé every month? You can... For more information, visit following website http://www.LazyCash39.com .....Your extra incomé is just a click away... Don't miss it
      DaveMart
      • 3 Years Ago
      Let's hope Ford move positively on hybrids, we'll have to wait to see the full specs and prices. I don't disagree with the advertising policy, as this was not competitive with the current Leaf and if Nissan drop prices when the US plant opens the the Ford EV might be a good collector's item as so few will sell. At the volumes they project there is no way they can reduce prices without loosing a fortune on each car. 'Leadership in electric mobility?' Please, Ford, don't treat us as fools as well as produce uncompetitive products.
        Spec
        • 3 Years Ago
        @DaveMart
        Yeah, if the C-Max Energi stuff is good this will be forgiven. But they need to create some kind of decent plug-in offering.
        EVSUPERHERO
        • 3 Years Ago
        @DaveMart
        Of course the hybrids will be better. They have belts, filters, oil and hundreds and hundreds of parts and complexity. Nothing creates service calls like a ICE car.
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