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Being first to a market is always an advantage, but if you're not first then you'd better make sure you've an advantage over the leader.
VW has stolen a march on its rivals by being first with its Bluemotion low-CO2 range, so much so there's a three-month waiting list for the Golf version.
Now that Ford has introduced a Focus Econetic - its green car in the lower-medium sector - it needs to have an advantage over the established Golf.
Interestingly, though, anyone going green with Ford will be taxed for the privilege, both over the standard Focus on which the Econetic is based and also the Bluemotion Golf.
An explanation is needed. The Focus 1.6 TDCi 110 Econetic is based on the Style version, and both get under 120g/km so are in the 13% BIK band. However, the Econetic is pricier by £250 so the tax burden is higher for the 'greener' car. Still, the difference is very small - £7 over a year for a 20% tax payer and £13 for a 40% payer.
The near identically specified Golf Bluemotion wins over both the Fords on tax thanks to a lower initial price and lower depreciation.
Where the Ford Econetic picks up points is in fuel costs (it's also a better drive than the Golf given it behaves exactly like a regular Focus). That regular Focus Style 1.6 TDCi comes in at 62.7mpg, the Golf Bluemotion at 62.8mpg and the Econetic 65.6mpg on the official combined cycle.
The result is that while the Focus Econetic will cost both the company and the driver more in tax than the regular Focus Style, the whole-life costs are better. So if you can persuade your drivers the tax will be offset by the fuel savings, you'll be better off with the Econetic model.
Unfortunately, though, the Focus Econetic doesn't offer a winning advantage over the Golf Bluemotion, which not only has a more attractive tax bill than the Focus but has better whole-life costs too.
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