• May 31, 2011

Ford will launch of five electrified vehicles in North America by 2012 and in Europe by 2013. The first was the Transit Connect Electric small commercial van last year. This year the company launches the Focus Electric. Next year the company will introduce the C-MAX Hybrid, a second next-generation lithium-ion battery hybrid and C-MAX Energi plug-in hybrid.

But one of the less obvious considerations the automaker said it had to make a choice about was where to put the plug-in unit for recharging the vehicle's powertrain battery. The gasoline hatch is in one of two places in a car: left or right side, rear. Things aren't so simple for electric vehicles, which consumers are likely to use four times per day, versus maybe once a week on average for a gas tank fill-up. The Dearborn, Mich. automaker said it was at pains to figure out the right part of the anatomy to put the navel to make the experience relatively familiar.

"After benchmarking multiple competitive vehicles, we found there wasn't much consistency in charge port location," said Susan Curry, Ford Electrified Vehicle Technology Integration supervisor, in a statement. "We wanted to give customers a location that made the most sense for them and would seem as simple as filling up at the gas station."

Ford, which put the plug-in station on the left front fender area, said market research showed most customers would, if they owned an electric or partial hybrid, charge their vehicle at home. Consumer research suggested consumers wanted the location away from crash areas, even if small collisions where damage would normally be minimal. The automaker nixed the front, which is where Nissan has the plug-in unit for its Leaf. Ford says the front is problematic because owners would have to bend down. Also there's an issue with snow packing, bugs, debris, and impact damage. The rear was out for the same reason plus limited access.

"The left front fender location keeps the charge port in sight, before the customer enters or exits the car, for an easy reminder to unplug or recharge," said Mary Smith, Ford Electrified Vehicle Technology Integration supervisor. "It creates an intuitive placement for owners that also has aesthetic appeal." The company said it chose that site for aesthetic reasons as well as it is the most visible area, especially under illumination. "Other considerations included maximizing commonality with the entire Ford electrified vehicle portfolio, meeting the usage patterns of North American and European customers, and maximizing investment efficiency in terms of new tooled parts and magnitude of the investment," said the company in a release.