As electric vehicle (EV) sales grow steadily, many potential buyers remain hesitant to make the switch from traditional gas-powered vehicles. To ease this transition and attract these “fence-sitters,” Ford is launching a new initiative aimed at addressing concerns about the cost and convenience of home charging. The automaker’s latest offer could help sway undecided customers with the promise of a free home charger and installation for new EV buyers or lessees.
On October 1st, Ford launched the “Ford Power Promise,” a comprehensive initiative to incentivize customers who are still hesitant to switch to electric vehicles. The centerpiece of this program is a complimentary home charger and standard installation provided to customers who purchase or lease a new Ford EV between October and the end of 2024. The initiative aims to reduce common concerns about charging logistics and ease customers’ anxiety about going electric.
The charger being offered is Ford’s Charge Station Pro, a Level 2 charger valued at $1,310. This home charger uses a standard CCS1 connector and offers faster charging times, ensuring customers can charge their EVs conveniently at home. Although Ford has not disclosed the exact cost of installation, it will cover up to 60 amps of power and 80 feet of wiring. However, customers who need more extensive electrical work, such as upgrading their home’s electrical panel, will need to cover those additional expenses.
Incentives for Customers Who Already Have Home Charging Setups
Ford also recognizes that some EV buyers may already have home charging solutions in place. To accommodate these customers, the automaker is offering a cash equivalent of $2,000 for anyone who buys or leases a new Ford EV but does not require the complimentary charger. This flexibility adds an extra layer of appeal to the offer, making it more attractive to a broader range of potential EV owners.
Becca Anderson, senior director of customer experience at Ford’s Model e division, emphasized the unique nature of this promotion. “We’re the only ones doing this,” she said, highlighting that no other automaker is currently offering this combination of free home charging hardware and installation for new EV customers. “This means less stress and more convenience for our customers, making their home charging set-up easy.”
Overcoming “Change Anxiety” with Education and Support
Despite a growing interest in EVs, Ford, like many other automakers, faces the challenge of convincing a segment of buyers who are cautious about making the transition. According to Martin Delonis, senior manager of strategy at Ford Model e, many customers express concerns about the practical aspects of EV ownership, including battery health, range, and overall costs. These concerns have created what Ford calls “change anxiety,” a significant factor preventing some customers from taking the leap into electric driving.
Ford’s research, conducted in collaboration with Boston Consulting Group, indicates that many customers overestimate the range they need and believe they will rely heavily on public charging stations. In reality, most drivers will use home charging more frequently, an advantage that Ford hopes to highlight with its new initiative. Misconceptions about battery life are also prevalent, with many potential buyers mistakenly believing that the battery will degrade before the vehicle reaches its end-of-life.
To counter these misconceptions, Ford is emphasizing its existing benefits, such as an eight-year, 100,000-mile warranty on its EV batteries. The automaker is also bolstering its customer support services by offering 24/7 call and text support to EV owners, allowing them to ask questions or voice concerns at any time.
One of the most significant worries among new EV buyers is access to reliable charging infrastructure. Ford is addressing this by continuing to expand its Blue Oval Charging Network, which includes partnerships with third-party charging providers and the widespread Tesla Supercharger network.
Ford recently began rolling out Tesla adapters to its customers, allowing Ford EV owners to access Tesla’s vast network of Superchargers across the U.S. After initial delays, Ford is now accelerating the production of these adapters to meet customer demand. This increased access to charging infrastructure is critical for reassuring potential buyers that they won’t be stranded without a nearby charging option.
Although Ford is the second-largest seller of EVs in the U.S., trailing behind Tesla, it continues to face challenges in the EV market. While sales have grown steadily, the company has struggled to control costs in its EV division, Model e. In the first two quarters of 2024, Ford reported significant losses for Model e, with $1.3 billion lost in Q1 and $1.1 billion in Q2.
In response to these financial pressures, Ford has made some tough decisions, such as canceling plans for a three-row electric SUV and delaying the release of a new electric truck until 2027. Despite these setbacks, Ford remains committed to its EV strategy and is betting that initiatives like the Ford Power Promise will help it grow its customer base and improve its financial outlook.
With the Ford Power Promise, the automaker is taking a bold step to convert more customers to electric vehicles by addressing their most pressing concerns. By offering free home chargers, covering installation costs, and expanding access to charging networks, Ford hopes to reduce “change anxiety” and make the switch to electric smoother for those on the fence. This initiative, along with the company’s continued focus on convenience and support, positions Ford to compete more aggressively in the growing EV market.
