With battery-car sales lagging expectations, automakers have been slashing prices in a bid to spur demand. The latest to announce a big discount is Ford Motor Co., which will trim the MSRP on its Focus Electric model by $6,000.
That’s on top of the $4,000 discount the Detroit maker took on the compact battery-electric vehicle a year ago. Originally introduced in January 2011 at $39,995, buyers now can plug in a Ford Focus Electric for just $29,995 – plus delivery charges and the usual fees and taxes.
Ford is by no means alone. With rare exception, automakers have been cutting prices of both plug-in and pure battery-electric vehicle, or BEV, models in a bid to boost sluggish sales. And with gas prices now near or below $3 a gallon in much of the U.S., industry analysts suggest it will be even more difficult to convince buyers to opt for vehicles that plug in rather than tank up.