Dive Brief:
- Ford Motor Co. is making a novel appeal to on-the-fence buyers considering an electric vehicle: Buy or lease a retail Ford Mustang Mach-E, F-150 Lightning or E-Transit and get a home charger for free, according to a Monday blog post.
- The promotion is a part of the automaker’s “Ford Power Promise,” which aims to make EV adoption easier by offering charger installation, an eight-year battery warranty and ongoing support, among other initiatives. Ford’s Connected Charge Station — recommended for the Mach-E and E-Transit — retails for $799, according to the company’s website.
- “Ford believes it will take more than jumbo rebates to truly break through with the estimated 19 million people in the U.S. interested in electric vehicles,” Ford CEO Jim Farley said in the post. “It will take – you guessed it – convenience, peace of mind, and expert service.”
Dive Insight:
Ford claims nearly 90% of U.S. shoppers say they would be more likely to buy an EV if they knew they could charge at home, citing a survey conducted by Mercury Analytics between Sept. 13 and Sept. 17. But, roughly half of the 2,007 respondents said they don’t know how home charging works.
The company wants to answer that question, and in doing so, eliminate a major barrier to wider EV adoption.
The “Ford Power Promise” includes:
- A complimentary home charger and standard installation for those who purchase an applicable EV between Oct. 1 and Jan. 2, 2025;
- An eight-year/100,000-mile high-voltage battery warranty for every Ford electric vehicle;
- Free roadside assistance and expanded EV support from a Ford advisor; and
- On-the-road charging with the BlueOval Charge Network, which adds charging stops to driving routes via the Connected Navigation in the vehicle.
Ford continues to take major losses on its EV division — Model e lost $2.5 billion in the first half of 2024. During the company’s Q2 earnings call, Farley said Ford remains confident that it can reduce losses and sustain a profitable EV business.
In August, Ford said it will provide an update on its electrification, technology, profitability and capital requirements in the first half of 2025.
