Summary
- Ford Motor Co. will cover the cost of a home charging station and its installation for customers who buy or lease a new electric vehicle
- This is an effort to boost electric vehicle sales, which are not growing as quickly as expected
- The program aims to address obstacles to EV adoption such as affordability, availability of charging infrastructure, battery health, and convenience
- Existing EV customers are ineligible for the promotion, but they can receive a discount of up to $2,000 on a new EV
- Ford is working with charging installation partner Qmerit and offers the Ford Charge Station Pro, which adds up to 30 miles of range per hour for the F-150 Lightning truck.
Article
Ford Motor Co. recently announced a promotion to boost sales of its electric vehicles by covering the cost of a home charging station and its installation for customers who purchase or lease a new electric vehicle. The promotion will run through the end of the year and is aimed at addressing the barriers to electric vehicle adoption such as affordability, availability of charging infrastructure, battery health, and convenience. The goal is to educate customers on the benefits of owning an electric vehicle, such as the convenience of refueling at home and the cost savings of using electricity instead of gas.
The promotion, called the “Ford Power Promise,” includes the installation of a Level 2 charger for customers of Mustang Mach-E SUVs or F-150 Lightning trucks. Customers who already have a charger or are unable to install one, such as those living in apartments, can receive a discount of up to $2,000 on a new electric vehicle. Ford Pro fleet customers who purchase an all-electric E-Transit commercial van or another EV will receive a commercial charging cash incentive. The promotion is part of Ford’s efforts to make electric vehicles more accessible and appealing to a wider range of customers in the U.S.
Ford customers who have already purchased an electric vehicle before the promotion started are ineligible for the offer, unless they decide to purchase another EV. The program is being implemented in collaboration with Ford’s charging installation partner, Qmerit, and covers standard installation up to a 60 amp circuit and 80 feet of wire run. The Ford Charge Station Pro, which retails for $1,310, can add up to 30 miles of range per hour for the extended-range F-150 Lightning truck and offers bidirectional charging capabilities for added convenience in case of power outages.
In addition to covering the cost of home charging installation, the Ford Power Promise aims to educate customers on the benefits of owning a Ford EV. The Blue Oval Charging Network consists of more than 75,000 EV chargers, and customers will receive adapters to charge at Tesla’s Supercharger network. Ford also offers an eight-year, 100,000-mile warranty on its EVs’ batteries and provides 24/7 EV support through a text or phone line. The promotion seeks to bridge the gap between perception and reality for shoppers considering electric vehicles, addressing concerns about range, charging, and battery health.
Ford’s promotion comes at a time when EV sales are not growing as quickly as the industry had expected. By offering incentives to potential customers, such as covering the cost of home charging installation, Ford aims to increase adoption of its electric vehicles and compete with other automakers in the EV market. The company is focused on providing convenience, peace of mind, and expert service to make electric vehicles a viable option for a wider range of consumers. Ford will continue to innovate and offer promotions to make electric vehicles more accessible and appealing to customers in the U.S.
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