According to Ad Age, Ford is investing in lifestyle content to help drive interest in its $39,995-plus electric Focus hatchback, which is about to roll out in 19 selected markets nationwide.
Citing research indicating that nearly half of potential American car buyers don’t know the difference among a hybrid, a plug-in car or a battery-operated fully electric one, Ford has enlisted SHFT.com, a “new-media platform” developed by actor Adrian Grenier of “Entourage” fame and film producer Peter Glatzer, to promote green thoughts and eco-consciousness to a young audience.
Ford is funding a series of short documentaries for the site, whose purpose is to push forward concepts of sustainability by using elements of pop culture such as film, music and design. The documentaries will look at innovators “shaping sustainable businesses,” and SHFT will collaborate with Ford to promote the brand at events such as film festivals.
The Focus Electric is equipped with a 92-kilowatt electric motor, roughly equivalent to 123 horsepower. Its 23 kilowatt-hour lithium-ion battery pack is liquid-cooled.
Top speed for the hatchback EV, which is powered by a 92-kilowatt electric motor putting out the rough equivalent of 123 horsepower, is a mere 84 mph; in addition, the vehicle is not compatible with DC fast chargers, though it can re-juice using an optional 240-volt charger in “just over three hours,” according to Ford.
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There is a lot of learning to be done about green cars, electric cars, hybrid cars…call them what you will. And primarily because of costs!
It amazes me how one NEVER hears about the reality of electric cars, which is this: plugging a vehicle into the magic “electricity maker” (any outlet) means that the power is likely coming from coal. It’s safe to say that we mostly all know about how dirty coal is, from extraction through burn. In fact, it’s much dirtier and emits more CO2 than petroleum. Depending upon where one lives in the US, the source is likely to be coal, and rarely is it anything renewable. (hydro doesn’t count, unless it’s micro-hydro).
That this is the answer for the “greening” of our auto addiction is so preposterous to me. Unless one intends to “refuel” via an outlet connected to a renewable source (solar, wind, geothermal or hydrogen powered fuel cells), then the “answer” of electric vehicles only increases our current climate change crisis.