By John Addison
In April, consumers will start buying the new Ford Focus Electric. On Monday, I rode in this beautiful compact hatchback. I silently cruised down the streets unless you cranked on the impressive sound system. Ford is pricing the Focus Electric at $39,200, about $4,000 more than the Nissan Leaf. The 23kW Ford battery pack, with LG Chem lithium-ion cells, charges at twice the speed of the LEAF and has about 10 percent more range. By the end of the year however, the 2013 LEAF will charge at the same rate. Ford increasingly believes in customer choice. The gasoline sipping Ford Focus SE gets 40 mpg highway and is not even a hybrid.
Ford C-MAX Energi and Hybrids = Crossover SUVs with Great Mileage
In the fall of 2012, Ford brings unparalleled fuel economy to the 5-seat crossover SUV segment. The C-MAX plug-in hybrid will allow you to drive the first 20 to 30 miles on a garage electric charge before engaging a fuel-efficient engine. It may rate over 100 mpg. The C-MAX lives up to its name. It maximizes the cargo and passenger space that can be fit on the popular "C" sized vehicle platform. For customers that want to pay less up-front, Ford will also offer the C-MAX as a hybrid. It will be as roomy as the C-MAX Energi, but never get plugged-in. With a lithium-battery pack it will have excellent fuel-economy. The C-MAX Hybrid will compete head-on with the new Toyota Prius V, which gets 42 mpg combined and has 40 percent more cargo than the best selling Prius Liftback.
Ford Intends to Take Midsized Market Share from Toyota
When the 2013 Ford Fusion Hybrid goes on sale at the end of this year, it will offer the best fuel economy of any midsized sedan. It is targeted to deliver 46 mpg highway, 44 city, and 46 combined, beating the Toyota Camry Hybrid with its famous Synergy Hybrid Drive System. I have been very impressed with test drives of both hybrids, which are roomy, quiet, and smooth as silk to drive. The Camry uses NiMH batteries; the Fusion Hybrid uses lithium-ion.Outdoing Toyota, Ford will also offer the Fusion Energi, a plug-in version that will deliver the first 20 to 25 miles of driving on a garage charge before engaging the gasoline engine. Pricing has not been announced. Ford will also emphasize customer choice with the Fusion available with a variety of non-hybrid configurations.
Ford's Strategy to Lower the Cost of Hybrid and electric cars
Ford built 2.5 million "C" platform vehicles last year with many common components. The Focus Electric and C-MAX offerings will be built with over a dozen other vehicles on the same assembly line in Wayne, Michigan. Ford controls cost with flexible manufacturing, where it can quickly adjust to market demand. Over 80 percent of the Fusion Hybrid and Energi components will be the same, allowing Ford to achieve more cost efficiencies.
Ford's team of more than 1,000 engineers working on hybrid and electrification programs - including Fusion Hybrid and Fusion Energi plug-in hybrid - has grown so fast that the company today is announcing the conversion of its 285,000-square-foot Advanced Engineering Center in Dearborn, Mich., to electrified vehicle development. The new jobs are part of Ford's plans to add more than 12,000 hourly and salaried jobs by 2015 in the United States. The company also has announced it is tripling production capacity of its hybrid, plug-in hybrid and electric vehicles in the U.S. next year compared with 2011.
Three years ago, lithium battery packs cost about $1,000 per kilowatt. Now the cost is closer to $500. By the end of the decade, costs may only be $250 per kilowatt. Ford makes all of its lithium-packs and works with several lithium cell manufacturers to get the best price and battery chemistries separately optimized for battery-electric, plug-in hybrid and hybrid. Ford's pack and volume strategy will lower costs of hybrid and electric cars.
Ford will only use lithium batteries in all Ford hybrids starting in calendar year 2012 when it announces the new Focus using the Ford global C platform. When I lasted interviewed Nancy Gioia, Director Ford Global Electrification, she said that Ford has a 2020 goal of 10 to 25 percent of its vehicle sales including lithium batteries. Her best guess is that 70% would be hybrids, 20 to 25% plug-in hybrids, and 5% to 10% battery-electric. Everything from technology innovation to oil prices will affect the future mix.