Ford Motor Company has announced a groundbreaking initiative aimed at easing one of the biggest concerns for potential electric vehicle (EV) buyers: home charging.
Starting October 1, Ford will provide new EV buyers with a free charging unit and complimentary installation as part of its Ford Power Promise program. This offer, available to those purchasing or leasing a Ford EV during the fourth quarter of 2024, is a first in the industry.
The initiative is designed to address the challenges many consumers face when transitioning to electric vehicles, particularly the complexities of setting up home charging. Ford executives noted that the process of acquiring and installing a home charger can take up to two to three months, deterring some potential buyers.
Ford CEO Jim Farley emphasized the importance of this initiative in an interview, drawing a comparison to founder Henry Ford’s launch of the Model T, which revolutionized transportation in the early 20th century.
“I imagine Mr. Ford would have loved to include a gas station for every customer,” Farley said.
The Ford Power Promise program includes a Level 2 home charger, free installation, 24/7 customer support, and roadside assistance. Buyers who already have a charging unit can opt for $2,000 in cash instead. The offer, which runs through January 2, 2025, may be extended if it proves successful.
Ford’s decision to offer this incentive follows research showing that nearly 90% of potential EV buyers are more likely to purchase an electric vehicle if they have access to home charging. However, almost half of those surveyed said they don’t know how the process works, highlighting the need for initiatives like Ford’s Power Promise.
In addition to the free charger and installation, Ford is enhancing its overall EV ownership experience with features like live support, access to Tesla’s Supercharger network, and a branded roadside assistance program that helps drivers find charging stations or reach a dealership if they run out of charge.
By addressing “charging anxiety”—a major hurdle in EV adoption—Ford aims to make electric vehicle ownership more convenient and accessible. Farley noted that lowering the price of EVs alone won’t solve the problem of adoption, but offering practical solutions like home charging could ease concerns and help drive sales.
Axios, Tesla Rati, and Newsweek contributed to this report.
