As electric vehicle (EV) sales surge, Ford is keen to attract potential customers who are hesitant to make the leap to all-electric driving. To sweeten the deal, the automaker recently introduced its “Ford Power Promise,” an initiative designed to ease the transition for those still on the fence.
A Game-Changer for New EV Buyers
Starting October 1, 2024, Ford will offer new customers who purchase or lease an EV a complimentary home charger, known as the Ford Charge Station Pro, along with the costs of standard installation. This Level 2 charger, valued at approximately $1,310, comes with a standard CCS1 connector, ensuring compatibility with Ford’s EV lineup. While Ford will cover installation costs up to 60 amps and 80 feet of wiring, customers needing an electrical panel upgrade will have to handle those expenses themselves.
“This initiative is a game-changer,” states Becca Anderson, Senior Director of Customer Experience at Ford’s Model E division. “By removing the barriers to home charging, we’re making the transition to electricity more convenient for our customers.”
Addressing the Hesitations of ‘Fence-Sitters’
Despite being the second-largest seller of EVs in the U.S., trailing only Tesla, Ford recognizes that many consumers are still hesitant about going electric. According to research conducted in collaboration with the Boston Consulting Group, these so-called “fence-sitters” harbour concerns about range, battery health, and overall ownership costs. However, what Ford has discovered is that these fears stem less from a lack of capability in EVs and more from what they term “change anxiety.”
“Most potential customers overestimate their daily driving needs and worry about charging infrastructure,” says Martin Delonis, Senior Manager of Strategy at Ford Model E. “In reality, the average American drives just 30 miles a day, and both the F-150 Lightning and Mustang Mach-E boast ranges of 240 to 320 miles.”
Enhancing Customer Confidence Through Support
To further alleviate concerns, Ford is not only offering free home chargers but also enhancing customer support. The automaker will provide 24/7 call and text support for all EV owners, addressing any questions or concerns they may have. Moreover, Ford is emphasising its robust eight-year, 100,000-mile warranty on vehicle batteries, aiming to instil confidence in potential buyers.
Ford is also promoting its Blue Oval Charging Network, which collaborates with various third-party charging providers and includes access to the Tesla Supercharger network. With production ramping up for Tesla adapters, Ford aims to ensure its customers can conveniently charge their vehicles across the country.
A Strategic Move Amidst Financial Struggles
Although Ford’s EV sales have shown consistent quarter-over-quarter growth, the company faces significant financial hurdles. The Model E division reported a $1.3 billion loss in the first quarter of 2024 and a $1.1 billion loss in the second quarter. Additionally, the automaker has had to cancel plans for certain all-electric SUVs to focus on hybrids while also delaying the launch of a new electric truck until 2027.
Despite these challenges, the introduction of the Ford Power Promise represents a strategic effort to boost EV adoption and tackle customer hesitations head-on. With free chargers, enhanced support, and a focus on convenience, Ford is setting the stage to capture the interest of potential buyers eager to join the electric revolution.
As the automotive landscape continues to evolve, initiatives like the Ford Power Promise may just be what it takes to encourage more consumers to embrace electric vehicles. With growing concerns about sustainability and fuel prices, the time to make the switch may be now. What do you think? Will Ford’s new incentives sway your decision to go electric?
