October 01, 2024

Ford Offers Free At-Home Charger Installation to Attract First-Time EV Buyers

Ford Motor Co. is ramping up efforts to entice Americans to buy or lease its electric vehicles by offering new perks such as free at-home charger installation and 24/7 phone support, the company announced Monday.

The new initiative, called the Ford Power Promise, launches Tuesday and includes complimentary installation of a Level 2 home charger, a service valued at $1,310. Additionally, new EV owners will have access to around-the-clock advisor support and five years (or 60,000 miles) of roadside assistance, according to a company statement.

The program is designed to ease concerns about EV range and help overcome financial hurdles, especially for those who prioritize home charging.

"Growing our business means serving our customers well," said Marin Gjaja, chief operating officer for Ford's Model e EV division, in an interview with CNBC. "Home charging is essential, but so is confidence in the battery's durability and life."

Ford ranked third in U.S. electric vehicle sales in the first half of this year, following Tesla and Hyundai Motor, which includes its Genesis and Kia brands.

To stay competitive, Ford is also making its EVs compatible with Tesla's Superchargers. Last year, Ford announced a partnership allowing its drivers to access Tesla's 12,000 Supercharger stations in the U.S. and Canada.

In a LinkedIn blog post, Ford CEO Jim Farley emphasized the importance of home charging for EV adoption, noting that nearly 90% of potential buyers are more likely to purchase an EV if they can charge at home. "It's about convenience, peace of mind, and expert service," Farley said.

He added that many consumers are still unclear on how home charging works, creating a significant barrier to switching to electric. "Where do you buy the charger? Who installs it? What does it cost?" Farley wrote. Ford aims to answer these questions through its new initiative, helping customers "fill 'er up" at home with ease and confidence.