The battery-operated electric cars have been heralded as the response to global warming and increased pollution. The only issue? They’re not selling well enough to make a difference.

In fact, they’re almost not selling at all, and the reasons are numerous and simple: the technology is still young and there are questions about reliability, the prices are still prohibitive, the range is usually two to three-times lower than with a similar internal combustion engine and the recharge time is tremendous.

So, in a bid to spark some interest into models that took years and millions of dollars to develop, automakers have continually undercut prices of battery-operated electric vehicles. The latest to do so is Ford, which decided that a huge MSRP discount of $6,000 to a new sticker price of $29,995 (including shipping) was needed to become more competitive. And the price could be slashed even further, thanks to federal and state incentives.

Ford also undercut the price by $4,000 last year, taking down the original price of $39,995 at launch. The second-largest US automaker is certainly not the only one to do so – carmakers across America have been slashing prices on both BEVs (battery electric vehicle) and plug-in hybrids – cars that have the best of both worlds, as you can drive them electrically for some miles and then switch to the petrol burner to shed range anxiety.



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