Summary
- Ford’s new Power Promise program aims to address barriers to EV adoption
- The program includes free home Level 2 chargers and covers installation costs
- Ford’s research found that misconceptions, such as range anxiety and charging concerns, are preventing many from switching to EVs
- The program also includes 24/7 technical support and a battery warranty for Ford EV owners
- Ford hopes that offering free home chargers will encourage more prospective buyers to choose electric vehicles
Article
Ford Power Promise Program Overview
The new Ford Power Promise program is designed to address common barriers to electric vehicle adoption. By offering home Level 2 chargers with the purchase or lease of electric vehicles, Ford aims to combat what it describes as "charging anxiety." This program includes covering installation costs, with exceptions for certain situations like digging trenches. The goal is to help customers overcome misconceptions and myths about EV ownership, such as concerns about home charging benefits, electric range needs, and battery replacement costs.
Addressing Misconceptions about Home Charging
Despite the majority of EV owners already charging at home, many prospective buyers are hesitant to invest in a home charger. Ford’s research indicates that 89% of EV shoppers are more likely to buy if they had access to home charging, but 46% don’t fully understand how it works. The program aims to educate buyers on the convenience and practicality of home charging, emphasizing that most EV owners rarely rely on public charging. By highlighting the ease of overnight charging and dispelling myths about range needs, Ford hopes to encourage more buyers to consider electric vehicles.
Dealer Involvement in EV Adoption
The success of Ford’s Power Promise program also depends on dealer engagement. Ford is taking steps to educate salespeople through its Ford University program, with the goal of better informing customers about the benefits of electric vehicle ownership. By providing free home chargers and installation services, Ford is positioning itself as a leader in addressing customer concerns and promoting EV adoption. Other automakers offer similar incentives, but Ford’s comprehensive offer sets it apart in the market.
Challenges in Electric Vehicle Sales
While Ford’s EV sales have been strong, they have not met initial projections, leading to financial losses and adjustments in the company’s EV strategy. Ford is taking steps to improve its offerings, including expanding access to charging networks and developing new low-cost EV platforms. The success of the company’s EV initiatives will rely on factors like dealer cooperation, customer education, and ongoing market demand for electric vehicles.
Future of Ford Electric Vehicles
Despite challenges, Ford is committed to expanding its electric vehicle lineup and improving the accessibility of EVs for a broader range of consumers. By offering incentives like free home chargers and installation, Ford is working to bridge the gap between consumer perceptions and the reality of EV ownership. As the automotive industry continues to shift towards electrification, programs like the Ford Power Promise will play a significant role in encouraging more customers to make the switch to electric vehicles.
Conclusion
The Ford Power Promise program represents a significant step towards increasing electric vehicle adoption by addressing common barriers and misconceptions. By offering free home chargers and installation services, Ford is seeking to educate consumers, improve dealer involvement, and enhance the overall EV ownership experience. As the automotive industry evolves, initiatives like the Ford Power Promise will play a crucial role in shaping the future of electric vehicle adoption and sustainable transportation.
Read the full article here
