Ford Shows Off First EV

by Jeff Gilbert
WWJ AutoBeat Reporter

Ford taking the wraps off of the electric version of the Focus compact car, that will come out late next year.  The company says it's not the first electric to hit the market, but promises it will come very close to the driving experience that most customers expect.

"That is what we have today, a real car, the Focus Battery Electric Vehicle," said Sherif Marakby, director of Ford's electrification programs and engineering.

The electric Focus was unveiled at the Consumer Electronics Show, and will be on display at the upcoming North American International Auto Show.

"More than any other electric vehicle on the market, Focus Electric loses none of the dynamics and quality of driving a traditional car," added Marakby, in a statement released by the company "It shares many of the same premium components and features as its gasoline-powered counterpart, while delivering distinct efficiencies and a uniquely exciting driving experience."

Ford did not give range estimates, but said the electric Focus would cover most American's daily driving needs.  It will have all of the amenities of the conventionally powered Focus, including a special edition of the "My Ford Touch" system, adapted to give drivers more information on the vehicles electrical system.

Ford will also have a special smart phone app, to allow owners to remotely control many of the vehicle's operations.

The Ford Focus Electric will be one of five new electrified vehicles Ford is offering before 2013.  It will be built at the Michigan Assembly Plant in Wayne, the home of the new Focus, and the center of Ford's long term electric vehicle plans.  That includes hybrids and plug in hybrids.  It's a part of the market that's very small now, but growing.

"Today, it's about one per cent," says Ford group vice president for Global Product Development Derrick Kuzak.  "By 2020, we see that percentage growing to something between ten and twenty five per cent."

That growth, Kuzak says, will be fueled by a lot of research being done by Ford and other auto companies.

"In the case of battery electric vehicles and plug in hybrids, we need to improve the affordability," he said. 

The expense and limited range of electric vehicles limits the market to customers who are referred to as "first adopters."   Those are people who want to be first with new technology, and are willing to make sacrifices that others aren't willing to make. 

Clearly that customer is going to be environmentally motivated," said Ford's Markby.  "They are not just buying a car.  They are making a statement.  They are buying a philosophy."

Ford President of the America's Mark Fields says that segment may be small, but it's important.

"The electric vehicle really offers a lot of opportunity for, y'know, commuter vehicles, around town, those type of things," Fields said to WWJ AutoBeat Reproter Jeff Gilbert.  "But, we'll learn as customers get the vehicles, start using them, and as we're doing some pilot programs with fleets."

Ford chose the Consumer Electronics Show to unveil the vehicle, says Fields, because it's a place where people who are attracted to electric vehicles would naturally be attracted.

"We use it as a really key input for us," he said.  "Getting input from a lot of key opinion makers."

Ford will be working with Microsoft to offer something it calls value charging, to determine the lowest utility rates and the best times to recharge.

Best Buy, meanwhile, will handle to installation of 240 volt home recharging station.  The electric Focus can recharge on normal home current, but the recharging stations are faster and more efficient. 

"With fast charge times, low pricing and a user-friendly design, the 240-volt home charge station will be on the shopping list of most Focus Electric buyers," said Mike Tinskey, manager of vehicle electrification and infrastructure, Ford Motor Company, in a statement released by the company. "By working with Best Buy to offer the charging station installation service solution, Ford is providing electric vehicle customers a familiar, trusted source to turn to for their installation needs."

Ford isn't saying how much that installation will cost.  The company does say the station will recharge the electric Focus in three to four hours, about half the time of a Nissan Leaf.

Follow Jeff Gilbert on Twitter @jefferygilbert