The move will undoubtedly succeed in getting more drivers to take a second look at the car. But how long can Ford—and other automakers slashing EV prices—keep on losing money with each electric car sold?  

“The new starting MSRP keeps us competitive in the marketplace and is an important part of our commitment to provide customers with a range of electrified vehicles to choose from,” read a statement from Ford regarding the $4,000 Focus EV price drop.

Quite frankly, before the decrease in MSRP, the vehicle wasn’t competitive. Ford sold only around 900 Focus EVs during the first half of 2013. After the price drop, the Focus EV has an MSRP of $35,995.