Ford is offering free home chargers and installation to new buyers and lessees of its electric vehicles (EVs) in a bid to overcome a key obstacle in EV adoption: charging. The offer, which runs through the end of 2024, applies to customers purchasing the Ford Mustang Mach-E, F-150 Lightning pickup truck, or E-Transit Cargo van.
Ford is offering complimentary home chargers to customers who purchase or lease eligible vehicles. This initiative includes free delivery and installation of the charger, ensuring a hassle-free setup.
For Ford Pro fleet customers, the company is providing a commercial charging cash incentive, further enhancing the value of transitioning to electric fleets.
Ford has integrated its BlueOval Charge Network into its vehicles. This feature identifies nearby charging stations from various networks, including Electrify America and Tesla Superchargers, and adds charging stops to the driver’s navigation route. With the innovative Plug and Charge technology, customers can simply plug in their vehicles upon arrival, with payments seamlessly processed through their FordPass accounts.
Ford is committed to customer assurance regarding battery reliability. Each electric vehicle is backed by an eight-year or 100,000-mile high-voltage battery warranty, reinforcing the brand’s confidence in its EV technology.
Ford is enhancing customer service for EV owners with expanded support options. This includes free roadside assistance for drivers who may find themselves with low battery range and the introduction of a 24/7 Ford advisor service. Customers can connect with real representatives via calls or texts for assistance with their electric vehicles.
Ford CEO Jim Farley, in an interview with Reuters, emphasized that charging remains the biggest challenge to wider EV adoption. He shared insights from his personal EV road trips across Europe and the U.S., noting the need for reliable home charging options.
“We spend all this time in the industry talking about charging on the road, and yet we kind of overlooked the most basic charging solution for America,” Jim Farley said.
While the cost of the program was not disclosed, Marin Gjaja, COO of Ford’s electric division, stated that the company plans to cover the expenses within its existing financial framework. This comes as Ford is grappling with the financial strain of its EV division, facing an estimated $5 billion loss this year. The automaker also canceled its planned three-row electric SUV in August to cut costs, a decision that could cost about $1.9 billion in the near term.
Despite these financial challenges, Ford saw a 72 percent increase in EV sales in the first half of 2024, selling about 44,000 units. This makes Ford the second-largest EV seller in the U.S., although it still trails Tesla, which sold around 831,000 vehicles during the same period.
Ford’s home charging offer includes a $2,000 cash equivalent for customers who already have a charger or live in apartments where installation is not feasible. Additionally, Ford plans to equip its EVs with charging ports compatible with Tesla’s nationwide supercharger network starting in 2025. The two companies partnered in May 2023, making Ford the first major automaker to collaborate with Tesla on charging infrastructure.
With this latest initiative, Ford hopes to make home charging more accessible and help alleviate consumer concerns around EV adoption, while continuing to push for more affordable and convenient solutions.
Baburajan Kizhakedath