For customers who aren’t yet sure whether they’re ready to switch to an all-electric vehicle, Ford has a boon in store.
Today, the company is launching a new initiative called Ford Power Promise, which will offer customers a series of benefits when they purchase or lease a new EV. Chief among them is the free home charger for all new customers and the cost of standard installation.
The charger offered is the company’s Ford Charge Station Pro, a Level 2 charger that comes with a standard CCS1 connector and costs $1,310. Ford declined to say how much the equipment would cost, but said it would cover the cost of up to 60 amps of power and 80 feet of wiring. However, if you need to upgrade your home electrical panel before installation, you will have to pay for it yourself.
Ford’s free charger and installation service begins October 1 and extends through the end of the year. Available only to customers who purchased or leased a new EV during this period. For customers who purchase or lease a new EV but already have a home charger installed, Ford is offering a cash match of $2,000.
“We’re the only company doing this,” said Becca Anderson, senior director of customer experience for Ford’s Model e division. “This means less stress, more convenience and easier home charging setup for our customers.”
“We’re the only ones doing this.”
Like most automakers, Ford has struggled to get more customers to consider switching to electric vehicles. The company is the second-largest EV seller in the US after Tesla, and even though EV sales continue to grow, the company still faces many headwinds in the form of myths and misconceptions about EV ownership.
“We have a lot of customers who are open to electrification, but they’re still waiting and watching,” said Martin Delonis, senior manager of strategy for Ford Model E.
So-called “fence sitters” say they’re concerned about EV range, battery health and total cost of ownership, according to market research conducted by Ford and Boston Consulting Group. But they are also motivated by “quality and convenience” and are working more closely with gasoline and hybrid vehicle buyers rather than early adopters.
“We did our research and found that it’s not distance anxiety that we’re dealing with,” Delonis added. “It’s the fear of change.”
Just as most customers often don’t understand the benefits of charging their vehicles at home, they overestimate the range they need from their vehicles. They assume that they will need to use public chargers more often than they do now. And they mistakenly believe that the battery will die before the end of the vehicle’s lifespan.
To allay their concerns, Ford is upping the ante with new perks like free home chargers, as well as some old perks that customers may not be aware of. Ford announced that it will now offer 24/7 phone and text support to all EV owners who have questions or concerns about their new purchase. The company also highlights its existing eight-year, 100,000-mile warranty on the vehicle’s batteries.
And to address charging concerns, Ford is highlighting its Blue Oval charging network, which includes the Tesla Supercharger network as well as many third-party charging providers. Ford has been racing to offer Tesla adapters to its EV customers so they can access Superchargers across the country. Delonis said Ford is “increasing production” of the adapter after initial delays over the summer.
Although Ford’s EV sales are up quarter-on-quarter, the company is still struggling to contain costs. The company reported a loss of $1.3 billion in the first quarter of 2024 and a loss of $1.1 billion in the second quarter of 2024 for its Model E EV division. Additionally, the company has canceled development of a planned three-row electric SUV and postponed development of a new electric truck until 2027.
