Ford Focus EV

Many electric car companies are still trying to compensate for “glorified golf car syndrome.” It’s a kind of inferiority complex that pushes them to produce ultra-hip, spectacularly innovative, or screaming fast electric vehicles—and to brand them as revolutionary—even though it drives the cost up and out of range for most consumers. What about folks who simply want an affordable, dressed-down, highway-capable family sedan that runs on electric drive technology that’s been proven to work for 100 years?

The answer could be the Ford Focus EV due out in late 2011—the first electric car designed for the generic aisle of the dealership. Ford’s plans for the Focus EV are not aimed at buzz and sizzle. Instead, the company is focused on addressing the biggest obstacle between EVs and the mainstream: cost.

(Sure, those other companies expect to ramp up production, realize economies of scale, and eventually reduce costs down to reason. But doesn’t that seem like a roundabout way to achieve the goal?)

Technology As Cool

The Ford Focus EV will be based on the next-generation Ford Focus, a capable if not head-turning car. By choosing an existing platform, Ford will save the expense associated with developing a unique design. Ever since the second-generation Prius, with its iconic design, became a hit, automakers have adopted the idea that a hybrid car with an innovative high-tech drivetrain needs to scream out for attention. That’s the direction that Nissan is taking with its yet-to-be-unveiled small electric car, also due out in 2012. The Chevy Volt plug-in hybrid, the new Honda Insight, and the Lexus HS250h are also original purpose-built designs.

Ford is gambling that the cool factor lies in the technology and price, not in the car’s name or the shape of the sheet metal. Pricing is not yet announced, but trimming the cost obviously will give Ford the ability to aim for affordability and profitability. (Nissan is aiming for $25,000 to $30,000 for its EV; and the Chevy Volt will cost in the range of $40,000.)

Pre-packaged Technology

The second cost-cutting measure is Ford’s use of generic pre-made electric car technology. In other words, Ford is using a system already developed by Magna International, a major global auto supply and technology firm, which has been looking for a carmaker to use its new pre-packaged electric car architecture, including motor, transmission, motor controller, lithium ion battery system and charger. Ford is the first to sign on.

Magna will also share in the engineering responsibility to integrate the electric propulsion system into the Ford Focus EV. Furthermore, Ford’s deal with Magna is non-exclusive—so the same system could be used by Ford’s competition to make an electric cars. In fact, Ford is encouraging Magna to spread the high-tech love, because Magna’s success with EV technology will increase the chances that other car companies will help defray costs. Implied in this approach is the likely slow rollout of pure electric cars, which could take a decade to grow beyond a niche.

Ford used a similar strategy with its Sync in-car entertainment system, developed in partnership with Microsoft, which can sell the technology to other automakers.

The Ford Focus EV is targeted to have a range of 100 miles between charges, courtesy of a 23 kWh battery pack. The Focus EV will not be a plug-in series hybrid, sometimes referred to as “extended-range electric vehicle,” which carries a small engine on board to recharge the batteries on the fly. Instead, you’ll need to plan your travels to get back to a plug before you use up the 100 miles worth of energy. Fully recharging could take from 6 to 12 hours, depending if you are using a 110-volt or 220-volt hookup. Ford is planning to introduce its own plug-in hybrid in 2012.

The Ford Focus EV will use a single-speed transmission. The powertrain, including the motor and gearbox, are packaged under the hood where you would expect to see a gasoline engine.

The Back Story

Ford had been chatting with Magna about electric cars for a couple of years, when in 2008 Magna presented its electric car prototype to Ford engineers and executives. "We took a look at that execution and said, 'Hey, together we can really make this a proposition," said Nancy Gioia, Ford's Director of Sustainable Mobility Technologies.

Five months later, Ford announced its intention to produce the car at the 2009 Detroit Auto Show.

Early reviews of the Focus EV pre-production vehicles have been positive—with kudos for brisk acceleration, top-notch build-quality, and handling and braking much better than your average pre-production car. When Michigan’s Gov. Jennifer Granholm took a spin of the Focus EV at the Detroit Show, she was impressed. “At first, she was surprised that it wasn’t merely a concept car, but actually a road-ready demonstrator of battery electric vehicle technology,” said Gioia. “I think she was wowed by how it’s quiet, smooth and fun to drive.”