“The new starting MSRP keeps us competitive in the marketplace and is an important part of our commitment to provide customers with a range of electrified vehicles to choose from,” read a statement from Ford regarding the $4,000 Focus EV price drop.
Quite frankly, before the decrease in MSRP, the vehicle wasn’t competitive. Ford sold only around 900 Focus EVs during the first half of 2013. After the price drop, the Focus EV has an MSRP of $35,995. Consumers who’d consider the Focus EV are surely also looking at vehicles such as the Nissan Leaf, which lowered its sticker price by $6,400 in 2013, bringing it under the $30K retail mark, and can arguably be driven for free once state and federal incentives are factored in—and a little creative math is employed, taking into account savings on gasoline. Other automakers have also been aggressive in pricing their electric vehicles, with lease deals for the Fiat 500e and the Chevy Spark EV starting under $200 per month.