Summary
- Ford Motor Company introduces Ford Power Promise to attract potential EV buyers
- Program focuses on customer service, convenience, and expert installation for home EV charging
- Ford aims to make home EV charging as simple and reassuring as filling up gas at a station
- BlueOval Charge Network and Connected Navigation help with public EV charging reassurance
- ChargeScape program partners with BMW and Honda to coordinate home EV charging with low-cost renewable energy on the grid
Article
Ford Motor Company recently introduced a new program called Ford Power Promise, aimed at attracting potential electric vehicle buyers. CEO Jim Farley is confident that this program will appeal to the estimated 19 million people in the US interested in purchasing an electric vehicle. The program addresses consumer dissatisfaction with customer relations by focusing on convenience, peace of mind, and expert service for EV owners.
The Ford Power Promise emphasizes the importance of home electric vehicle charging, as nearly 90% of consumers say they would be more likely to buy an EV if they could charge at home. Ford offers a complimentary home charger with the purchase or lease of select EV models, and installation by an expert at no charge for standard installations. The program aims to make home EV charging as easy and reassuring as filling up with gas at a local station, based on consumer preferences outlined in a report commissioned by Ford.
While public EV charging stations are still a missing piece in the reassurance puzzle, Ford is expanding its support staff to make it easier for drivers to connect with a real person when charging at home or on the road. The BlueOval Charge Network service and Connected Navigation feature allow drivers to plan routes incorporating major charging networks, making long distance trips in an EV more convenient. Ford aims to provide a seamless charging experience through its FordPass account without extra payment steps.
In addition to the Ford Power Promise program, Ford has partnered with BMW and Honda on the ChargeScape program, enabling EV owners to coordinate home charging with low-cost renewable energy availability. This partnership aims to reduce the total lifespan cost of owning an EV by accessing the lowest utility rates. Ford is also leveraging its partnership with Sunrun, a leading rooftop solar installer, to make it easier for EV buyers to incorporate solar energy and energy storage into their charging routine.
Ford’s disaster resilience utility of electric vehicles was not mentioned in the Ford Power Promise pitch, but it’s worth noting that the F-150 Lightning electric pickup truck can serve as a mobile generator on wheels during power outages. This capability, along with the partnership with Sunrun for solar energy, highlights Ford’s commitment to supporting EV owners with reliable charging options. Additionally, utilities are incentivizing electric vehicle owners to contribute stored energy back to the grid, aiding in grid stability during peak demand periods.
Overall, Ford’s Ford Power Promise program aims to attract potential electric vehicle buyers by addressing key concerns related to home charging and customer service. By offering complimentary home chargers, installation support, and partnerships with renewable energy providers, Ford is positioning itself as a leader in providing convenient, reliable, and sustainable EV charging solutions.
Read the full article here
