Ford has launched a new incentive program aimed at encouraging more consumers to adopt electric vehicles (EVs). Starting on Oct. 1 through the end of 2024, the company will provide free home charging stations and cover installation costs for customers who purchase or lease one of its electric models as part of an initiative known as the Ford Power Promise.
The automaker says this idea comes as a result consumer feedback, addressing one of the main concerns potential EV buyers have: access to convenient home charging.
Ford CEO Jim Farley noted that buyers are more likely to make the switch to electric if they can charge their vehicles at home, emphasizing that this free charger offering is part of the company’s commitment to easing the transition to electric driving.
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“Auto shoppers say they’re more likely to buy an electric vehicle if they could fill up at home,” Farley said in a statement posted on X. “So we’re going to make it easy for our customers. If you buy or lease a new. Ford electric vehicle, we’ll include a complimentary home charger. This is part of something we’re calling the Ford Power Promise, which is about giving our electric vehicle customers convenience, peace of mind and expert service.”
The Ford Charge Station Pro, priced at $1,310, will now be offered at no cost to new EV buyers, with installation fees, which range from $200 to $500, also covered by Ford. However, customers are responsible for ensuring that their home’s electrical panel is compatible with a charger, which may require upgrades.
For customers who already have a home charging setup, Ford is offering a cash equivalent of $2,000 as an alternative. Additionally, the company will provide 24/7 call and text support for all EV owners, aiming to assist with any questions or concerns they might have about their new vehicles.
This latest initiative comes at a time when Ford is among the industry leaders in EV sales, though the company continues to face financial challenges related to its electric division.
Despite being the second-largest EV seller in the U.S., trailing behind Tesla, Ford has reported significant losses in its EV sector. In the first quarter of 2024, Ford’s EV division posted a $1.3 billion loss, followed by another $1.1 billion loss in the second quarter.
