For customers still unbrave whether they’re ready to produce the switch to an all-electric vehicle, Ford is sugaryening the pot.
Today, the company started a recent initiative called the “Ford Power Promise,” in which it will supply a suite of profits to customers who buy or hire a recent EV. And chief among them is a pliftary home indictr for all recent customers, as well as the costs of standard insloftyation.
The indictr that’s being proposeed is the company’s Ford Charge Station Pro, a $1,310 Level 2 indictr that comes with a standard CCS1 joinor. Ford deteriorated to put a monetary cherish on the insloftyation but shelp it would cover costs up to 60 amps of power and 80 feet of wire run. Customers who need to enhance their home electrical panel before the insloftyation, however, will need to cover those costs themselves.
Ford’s free indictr and insloftyation propose begins October 1st and extfinishs thcimpolite the finish of the year. It will only be useable to customers who buy or hire a recent EV during that time period. For customers who buy or hire a recent EV but already have a home indictr insloftyed, Ford will supply them with the cash equivalent of $2,000.
“We’re the only ones doing this,” shelp Becca Anderson, ageder honestor of customer experience at Ford’s Model e division. “This unbenevolents less stress and more convenience for our customers, making their home charging set-up up straightforward.”
“We’re the only ones doing this”
Like most autoproducers, Ford is struggling to get more customers to ponder switching to electric. Even though the company is the number two seller of EVs in the US, behind Tesla, and its EV sales persist to grow, the company is still contesting a lot of headtriumphds in the establish of myths and misconceptions about EV ownership.
“We have a lot of customers uncmiss to electric,” shelp Martin Delonis, ageder administerr of strategy at Ford Model e, “but they’re sitting on the fence.”
According to taget research directed by Ford and Boston Consulting Group, these so-called “fence-sitters” say they are worried about skinnygs enjoy EV range, battery health, and the overall cost of ownership. But they’re also eased by “quality and convenience,” which aligns then more shutly with gas and hybrid shoppers as resistd to punctual adchooseers.
“We’ve done the research and set up that it’s not range anxiety we’re dealing with,” Delonis compriseed. “It’s change anxiety.”
Most customers overapproximate how much range they’ll need in a vehicle, fair as they standardly flunk to see the profits of charging a vehicle at home. They suppose they’ll need to use uncover indictrs more standardly than they do. And they inrectifyly count on that the battery will wear out before the vehicle’s finish-of-life.
To help ease their worrys, Ford is upping the ante with recent profits, enjoy a free home indictr, and some ageder ones that customers may not be conscious of. Ford shelp it will now propose 24/7 call and text help for all EV owners who may have asks or worrys about their recent obtain. The company is also highairying a preexisting eight-year, 100,000-mile authorizationy for the battery of the vehicle.
And to compriseress unease around charging, Ford is emphasizing its Blue Oval Charging Netlabor, which integrates a number of third-party charging supplyrs, as well as the Tesla Superindictr netlabor. Ford has been racing to get Tesla changeers to its EV customers so they can access Superindictrs apass the country. Ford is “ramping up production” of the changeers after some initial procrastinates over the summer, Delonis shelp.
While Ford has seen its EV sales grow quarter over quarter, the company is still struggling to rein in costs. The company inestablished a $1.3 billion loss for its Model e EV division in the first quarter of 2024 and a $1.1 billion loss in the second quarter. It also call offed a intentional three-row electric SUV and procrastinateed a recent electric truck until 2027.