Dive Brief:
- Ford Motor Co. has extended its ‘Ford Power Promise’ promotion for electric vehicle customers through March 31. The deal includes a complimentary home charger and free standard installation, along with other perks, the company announced in a Friday press release.
- Ford debuted the program in October, which was initially scheduled to end on Jan. 2. The program aims to boost EV adoption by showing customers the convenience of “filling up at home” and the potential for gas savings by driving an EV.
- The offer applies to a retail purchase or lease of an 2024 or 2025 model year F-150 Lightning pickup, Mustang Mach-E and Ford E-Transit cargo van.
Dive Insight:
The Ford Power Promise promotion was developed using insights and feedback from Ford customers and dealers about the uncertainties people face when deciding whether to buy an EV. To further assist its EV customers, Ford also established a dedicated team of advisors to provide charging support.
Concerns about residential and public charging, as well as ownership costs, are considered to be one of the barriers to more widespread EV adoption. According to J.D. Power’s 2024 U.S. Electric Vehicle Experience Home Charging Study released last March, EV owners remain skeptical about public charging but are increasingly more satisfied with the home charging experience.
In post on LinkedIn announcing the promotion, company CEO Jim Farley said that “nearly 90% of car buyers say they would be more likely to buy an EV if they knew they could charge at home.” He added that nearly half of car buyers don’t know how home EV charging works, where to purchase one, who installs it and how much it costs.
“Why don’t we make this easy and just include a home charger with the vehicle,” Farley wrote. “So that’s what we’re going to do.”
Ford’s residential Connected Charge Station, which it recommends for the Mach-E and E-Transit, retails for $799, according to the company’s website.
Along with a free home charger and no-cost standard installation, Ford EV customers also gain access to the company’s BlueOval Charge Network. The charger locations and directions are provided via the vehicle's touchscreen, including Tesla Superchargers, which customers can access using a North American Charging Standard adapter that Ford currently offers.
The BlueOval charging network also features “plug and charge” functions at Electrify America or Tesla Supercharger locations. Customers can also use the BlueOval charging card to tap and pay.
Ford Power Promise also includes complimentary roadside assistance and eight-year/100,000-mile warranty on the vehicle’s high-voltage battery pack.
