Ford’s Focus EV: Nothing But a Niche Product?

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“My hunch is they do not want to put a lot of effort into the Focus EV. It’s almost like an obligatory vehicle they have to have for fuel economy and image. Ford’s heart is not in this.”

That is what Michelle Krebs, senior analyst at Edmunds.com, told The Detroit News in a telephone interview regarding the Dearborn, Michigan, automaker’s plans for the Ford (NYSE:F) Focus, whose sales are lagging. Edmunds.com, a website that tracks vehicles consumers consider buying, said that just 0.55 percent of website visitors indicated in November that they would consider a Focus EV. That figure dropped to 0.19 percent in May, the same percentage of consumers that would potentially buy Nissan’s all-electric Leaf. However, sales of Nissan’s Leaf hit 2,138 in May, according to Autodata, while Ford has sold just 1,416 Focus EVs since the vehicle’s December 2011 introduction, with the great majority of those sales coming after May 2012.

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But still Ford will not be making any upgrades to its Focus Electric compact car for the 2014 model year, which is a sign that the company’s only all-electric vehicle is struggling to maintain relevance. Its an unusual decision for the automaker to make as the company often adjusts vehicle packages and options on a yearly basis.

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