Ford stops selling the electric Focus in Europe after selling 61 units in 2016

Ford has cancelled European production of the 100% electric version of the Focus due to its low sales volume and will change its strategy for low-emission vehicles, focusing on hybrid vans. The manufacture of this model will continue in the United States.

Ford began production of the zero-emission Focus at its Saarlouis plant (Germany) in 2013. According to market analysts JATO Dynamics, in 2016 the company sold only 61 units of the electric Focus in Europe, compared with 70 units in 2015. Last year the vehicle received a larger battery, improving its range by 65 km (225 km in total). Even so, Ford had warned several times that the company’s sales of electric vehicles were low in Europe because few customers see them as a practical option.

As a result of these sales figures, the brand has decided to stop manufacturing the electric Ford model in Germany. “Sales volumes are not strong enough, and we will return when the market improves,” said Graham Hoare, Ford’s global vehicle assessment manager.

Instead of fully electric vehicles, the company sees more potential in hybrid vehicles. Ford will present the first hybrid van (Transit Custom) in London at the end of this year, and production will begin at its Turkish plant in 2019. In addition, the brand believes that hybrids are a better bet than fully electric vehicles for truck fleets. “In theory, the economics can be much more attractive,” said Hoare.

Ford plans to launch 13 new electric vehicles over the next five years and will invest in expanding its Flat Rock production plant (Michigan, USA), where high-tech autonomous and electric vehicles are produced.

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HatchbackFord Focus19 versions · from 31,034 €