First Drive: Ford C-Max Energi
Where does Ford need to go from here in order to achieve plug-in electric car dominance? There are two major metrics where Ford needs to invest:
1. Bring models to market with larger battery capacities. If the battery is at least 16 kW, it becomes eligible for the maximum federal tax credit, $7,500. This is therefore the sweet spot in the market. Then place that bigger battery either in the center tunnel, or in the floor as with so many other electric cars such as the Tesla Model S, Nissan LEAF or the upcoming BMW i3.
2. Bring larger cars to market. The biggest complaint I hear from prospective electric car buyers is that they fit too few (or too small) people and too little luggage. Ford needs to bring to market three-row minivans and SUVs, and they need to have a lot more luggage space to boot.
Electric car buyers are not as concerned with price as they are with other key metrics. They want the all-electric range to be at least 35-40 miles. They want the car to offer as much utility as a minivan (Toyota Sienna, Honda Odyssey, Chrysler/Dodge Town & Country/Caravan) or SUV (Chevy Suburban).
Tesla is making an all-electric stab at this market with the Model X due by early 2014, but there is an opening for Ford, Toyota, GM and others well, if they just realize what the true consumer preferences in this market are.
Tesla has shown that the demand for $80,000 to $110,000 all-electric cars is strong. GM has shown that the demand for $40,000 Chevrolet Volts is strong, selling thousands every month globally.
Now the opportunity is there for Ford, GM, Toyota and others to fill that $40,000 to $80,000 space with large minivans and SUVs that have a 16 kW battery, large electric motor, and a 2 liter 4-cylinder range extender.
The Ford C-Max Energi is a praiseworthy but very small step in this direction. Much more is needed.
At the time of submitting this article, the author had no positions in the companies mentioned. Follow @antonwahlman
This article is commentary by an independent contributor, separate from TheStreet's regular news coverage.