Ford is Becoming a Big PZEV Dispenser

It is always interesting to hear different manufacturer representatives talk about their green efforts which are sometimes major advances, occasionally gestures of good intentions and every so often admitting that they would like to jump on the green bandwagon are making changes as fast as their corporate machinery will allow. The economy and the recent erratic fuel prices have hit all of them creating an unpredictable future for all sales and impacting their ability to invest in new and emerging trends and technologies.

In the case of Ford, their sales are being hit by an economic downturn that, at this rate, could result in an annualized rate of sales down by 5 million units in 2008. But, that said, Ford is a big part of the numbers that show half of all new cars that were sold in June 2008 were 4 cylinder cars and even though that trend may change as the year progresses, Ford has rallied and responded to the downturn, just like every other manufacturer has, by doing a Big Re-think of their model.

One of their solutions which does a double whammy on their issues is bringing in an improved Focus model that is much closer in quality and style to their European issued Focus. That meets the customer demand for more high quality, less expensive & fuel efficient cars that do not feel like the old school metal lunch boxes known as the America Focus. The second point that this covers is a much needed environmentally friendly response to other manufacturers' solutions by offering the 2009 Focus with Partial Zero Emissions. These types of cars are commonly referred to as PZEVs.

What is interesting is that this feature of having a zero evaporative emissions from the fuel system costs the manufacturer, Ford, in this case, and extra $1200 on top of normal manufacturing costs to produce but the cost to the consumer is only $200 on top of the normal cost of a Focus.

Are they going to start giving cars away at or below their cost? Well, not exactly but because they are being required in some stated to produce these kinds of PZEVs, they also have to sell them successfully which means they have to take a bit of a loss to incentivize consumers to choose PZEV instead of a regular emissions vehicle.

So instead of keeping an older car that might get good gas mileage but is terrible for the environment, you can buy for under$16,000 a better quality, safer car that will produce less emissions during 5 round trip drives from Los Angeles to San Franciso than your gas powered lawn mower will emit in one hour of use.

The times, they are a changin'.

Michelle Naranjo

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