Ford Power Promise: Free Home Charger Offer for New EV Buyers

Ford Introduces the "Ford Power Promise" Initiative

Ford is making significant strides in its efforts to promote electric vehicle (EV) adoption with the launch of its new initiative called the Ford Power Promise. This initiative is designed to ease the transition to all-electric vehicles for customers who may still be unsure about making the switch. As part of this program, Ford is offering a range of benefits that enhance the ownership experience for new EV customers.

Key Features of the Ford Power Promise

One of the central components of the Ford Power Promise is the provision of a complimentary home charger along with the costs of standard installation. The charger being offered is the Ford Charge Station Pro, a high-quality Level 2 charger that retails for approximately $1,310. Notably, this charger comes equipped with a standard CCS1 connector, making it a great choice for new EV owners.

Ford has also committed to covering the installation costs associated with the charger. Specifically, they will cover costs up to 60 amps of power and 80 feet of wiring. However, customers requiring an upgrade to their home electrical panel will need to handle such expenses independently.

Timeline and Eligibility for Benefits

The free charger and installation program is set to begin on October 1st and will be available until the end of the year. It applies only to customers who purchase or lease a new EV within this time frame. For those who already have a home charging station installed, Ford will provide a cash equivalent of $2,000.

Tackling Electric Vehicle Myths

Despite being the second-largest seller of EVs in the US (after Tesla), Ford faces challenges in convincing potential customers to consider electric options. According to Martin Delonis, a senior manager within Ford's Model e division, many customers are "sitting on the fence" regarding their decision to switch to electric. Research reveals that while customers express interest in EVs, they often harbor concerns about range, battery health, and the overall cost of ownership.

Understanding "Change Anxiety"

Ford's investigation into consumer perceptions indicates that many potential buyers suffer from what they describe as "change anxiety", rather than range anxiety. This anxiety arises from overestimating their needed range and a misunderstanding of the benefits of charging vehicles at home. Furthermore, some customers worry that batteries will wear out prematurely compared to their cars' overall lifespan.

Enhancing Customer Support and Assurance

To alleviate these concerns, Ford is offering benefits such as 24/7 customer support via call and text for all EV owners who might encounter queries or issues post-purchase. Additionally, Ford is promoting a robust warranty program that includes an eight-year, 100,000-mile warranty on vehicle batteries.

Charging Network Accessibility

Addressing the concerns surrounding charging access, Ford is emphasizing its Blue Oval Charging Network, which provides connections to a variety of third-party charging stations alongside the Tesla Supercharger Network. The company has been ramping up production of adapters to facilitate access to Tesla's chargers, enhancing convenience for its EV customers.

Financial Performance and Challenges

Despite seeing growth in its EV sales, Ford's Model e division reported substantial losses in the first half of 2024, with a reported loss of $1.3 billion in the first quarter followed by a $1.1 billion loss in the second quarter. To address these financial hurdles, the company has also decided to cancel a planned three-row electric SUV and delay the release of a new electric truck until 2027.

Ford's proactive approach, by providing valuable incentives and addressing customer apprehensions, is aimed at increasing the adoption of electric vehicles while promoting confidence in their EV offerings.