- Ford is offering a free home charger and installation for customers who purchase or lease a new EV.
- Customers already equipped with a home charger can receive $2,000 in cash instead.
- Ford’s “Power Promise” addresses concerns around EV adoption by offering 24/7 customer support and promoting its extended battery warranty
Ford has launched a new initiative called the “Ford Power Promise,” aimed at encouraging more customers to make the switch to electric vehicles (EVs). The program includes a complimentary home charger and standard installation for anyone purchasing or leasing a new Ford EV. The charger, known as the Ford Charge Station Pro, is valued at $1,310 and comes with a Level 2 connector. Ford will cover installation costs for up to 60 amps of power and 80 feet of wire. However, customers who need to upgrade their electrical panels will have to pay for those upgrades separately.
This limited-time offer is available starting October 1st and runs through the end of the year, catering to both buyers and lessees of Ford’s new EVs. Customers who already have a home charger installed are not left out—they can opt for a $2,000 cash equivalent instead. According to Ford’s senior director of customer experience, Becca Anderson, Ford is the only automaker currently providing this level of convenience, aiming to reduce the barriers to EV adoption by making home charging easier for customers.
Ford’s initiative comes at a time when the company is striving to convert “fence-sitters” who are hesitant to transition to electric vehicles. Despite being the second-largest EV seller in the U.S., Ford faces challenges like myths around EV ownership, including range anxiety and concerns about battery health. According to Martin Delonis, Ford’s senior manager of strategy, many customers are hesitant due to what he calls “change anxiety,” rather than concerns over the EV range itself.
In addition to offering the free charger, Ford is addressing customer concerns through other benefits. The company is providing 24/7 customer support for EV buyers and reminding customers about the eight-year, 100,000-mile warranty on EV batteries. Additionally, Ford is expanding access to third-party charging networks through its Blue Oval Charging Network and collaborating with Tesla to offer Supercharger compatibility.
Despite these efforts, Ford continues to grapple with financial losses in its EV division. The company reported losses of over $1 billion in consecutive quarters this year and has postponed future EV projects. Still, Ford’s “Power Promise” initiative reflects its commitment to fostering EV adoption, making the switch smoother for hesitant customers.
