Ford has decided to cut $4,000 from the base price of its Focus electric car according to a company press release.
The price deduction will begin with 2014 models scheduled to arrive at dealerships this summer.
The vehicle will now cost just $35,995, including the standard shipping, fee according to Ford spokeswoman Amanda Zusman.
The 2013 vehicle costs around $39,200.
Select customers qualify for a $7,500 credit on federal income taxes, and states usually have their own
The automaker said this week it hasn't taken away any specific features from the car as well, so customers will be getting the complete package. The main reason Ford slashed the price was because it was "important to keep the car competitive."
"The electric car price war continues," said Karl Brauer, senior analyst at Kelley Blue Book to The Detroit Free Press. "Manufacturers are realizing that selling an electric car at a loss is better than not selling one at all."
A number of different companies that offer EVs have cut prices lately, not because they want to make the vehicles cheaper for buyers but because there is a lack of demand for them currently.
One analyst said to USA Today that it's a "nobody wants 'em" scenario.
Ford has manufactured approximately 2,517 Focus electric cars and sold approximately 1,593. During the first six months of 2013, Ford has sold 900 of the cars according to Reuters.
Earlier this year, Nissan dropped the price of its 2013 Leaf EV by $6,000, bringing the base price below $30,000.
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