Ford is making the transition to electric vehicles more appealing with a new initiative called the “Ford Power Promise”. Starting October 1st, the company will offer a complimentary Ford Charge Station Pro Level 2 home charger, valued at $1,310, to all customers who purchase or lease a new electric vehicle (EV). Additionally, Ford will cover the standard installation costs, including up to 60 amps of power and 80 feet of wiring. However, customers will need to cover the cost of any necessary home electrical panel upgrades.
The Ford Power Promise: What’s Included?
The Ford Charge Station Pro comes with a CCS1 connector, which is compatible with most electric vehicles. For customers who already have a home charger installed, Ford will provide a cash equivalent of $2,000 instead. The offer runs from October 1st through the end of the year, making it an attractive incentive for those considering an EV purchase.
Addressing EV Concerns: “Change Anxiety”
Ford acknowledges that many potential EV customers are hesitant due to misconceptions about EV ownership. Common concerns include vehicle range, battery lifespan, and the cost of ownership. To combat this “change anxiety,” Ford is introducing a range of new benefits to simplify the switch to electric.
In addition to the free home charger, Ford offers 24/7 call and text support for EV owners and highlights an eight-year, 100,000-mile warranty on the vehicle’s battery. The company is also promoting its Blue Oval Charging Network, which provides access to third-party charging stations, including Tesla Superchargers, with Ford EV owners soon receiving adapters to access the Tesla network more easily.
Aiming to Make EV Charging More Convenient
Ford’s senior director of customer experience, Becca Anderson, emphasized the ease of setting up a home charging solution, saying, “We’re the only ones doing this. It’s all about making home charging stress-free and convenient for our customers.”
Ford’s initiative comes as the company tries to overcome challenges in the EV market, including misconceptions about range and battery life. Many customers overestimate how much range they need or falsely believe they’ll rely heavily on public chargers. Ford is aiming to educate customers on the convenience of home charging, which eliminates the need for frequent public charging stops.
Ford’s Financial Struggles in the EV Sector
Despite its efforts, Ford has faced financial difficulties with its Model e EV division, reporting a $1.3 billion loss in the first quarter of 2024 and a $1.1 billion loss in the second quarter. Additionally, Ford canceled plans for a three-row electric SUV and delayed the release of a new electric truck until 2027.
While Ford’s EV sales have shown growth, these financial losses underscore the ongoing challenges in the electric vehicle market. Nevertheless, the Ford Power Promise aims to attract new customers by providing key incentives that address common concerns, making the transition to electric vehicles easier than ever.
