As battery car sales are much lower than expected, automakers have been making huge profits, hoping to boost market demand. The biggest decliner in the near future is Ford, whose retail price for the Fox electric car has dropped by $6,000.
The price cuts were more than the price cuts of Detroit's manufacturers on their electric cars a year ago, when they fell by $4,000. In January 2011, when the electric car was introduced to the market, the price was $39,995. Buyers can now purchase a Ford Focus plug-in electric car for $29,995, plus shipping and regular taxes. And not only is Ford playing a price war.
With very few exceptions, most automakers are cutting prices in an effort to boost market sales of low-end plug-in and pure-battery electric vehicle (BEV) models. But industry analysts believe that with the current price of gasoline falling to $3 a gallon in most parts of the United States, it is harder to convince consumers to buy electric cars.
In addition to the electric drive system and various instrument displays for the driver to monitor energy consumption, the Focus electric is almost identical to the traditional Ford sedan in terms of the model itself. BEV owners need to pay close attention to energy consumption to ensure they can go home or find a place to charge.
The Fox electric car can only perform less than 100 miles under optimal conditions. As a result, Fox electric cars sold only 1,500 units in the first nine months of this year. Compared with Ford's total sales of 176,156 vehicles in the United States, the proportion of Fox electric vehicles is less than 1%.
It turns out that not only is Fox's sales bleak. According to data released by InsideEVs.com, overall, between January and September 2014, electric cars sold 87,373. This only accounts for 0.7% of the US auto market.
The optimistic side is that the current sales of electric cars in the United States are close to the full year sales in 2013. Although there are only 97,507 vehicles, there are 22 different models of electric vehicles for consumers to choose from in this year's market. There were only 16 models at this time last year.
Some manufacturers have gained a little momentum. By the end of October this year, the sales volume of Nissan's LEAF vehicles is likely to reach the total sales volume in 2013 (23,094 units), making it the best-selling plug-in electric vehicle in the US market. However, Nissan has also cut prices several times to stimulate the demand for the wind-driven car.
The list of price cuts is long: Chevrolet (GM) has lowered the sales price of its second best-selling Volt plug-in hybrid; Honda lowered the price of the plug-in Accord; Mitsubishi also on the i-MiEV electric car The price has been adjusted. In addition, smart electric drive Bever and Fiat 500e have reduced costs.
In fact, Fiat Chrysler's CEO Sergio Marchion also told consumers not to buy small electric cars, because every time he sells, his company will face more than 10,000 dollars in losses.
In this case, why should we continue to sell plug-in electric vehicles? This question asks California's regulators that they have a strict vehicle zero-emissions mandate that requires automakers to bring such clean energy vehicles to market.
Several large manufacturers are looking for other ways. Hyundai launched a new fuel cell vehicle this year, Tucson, and Honda and Toyota plan to introduce hydrogen-powered cars in 2015.
It is worth noting that Toyota plans to change the RAV4-EV into a plug-in type, leaving only the only lithium-powered battery model, the plug-in Prius. The Japanese auto industry giant bluntly doubts the reliability of lithium battery technology. They would rather focus on traditional hybrid technology, like the first Prius models.
Although Toyota is not willing, there are still some manufacturers who are willing to promote electrification, and some continue to introduce new products, such as BMW's new urban electric car I3 and plug-in hybrid sports car I8.
The slow-changing battery charging technology is also rapidly accelerating the car's update, including the new E-Golf and the upcoming Bentley SUV.
Then there is Tesla (TSLA). The company plans to launch their second line of product lines, pure electric X-type SUVs, next year. The more mainstream type III will be launched around 2016. Tesla is currently a rare manufacturer of products that are currently not sold (such as S-type cars). The S-type car is priced at around $110,000.
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