Ford is aiming to accelerate EV adoption by addressing common consumer concerns. The new “Ford Power Promise” program offers several benefits, including free home-charging installation, complimentary advisor services, and roadside assistance, to make EV ownership more accessible and appealing.
The program, which launched this week, is available to customers who purchase or lease a new Ford EV, such as the F-150 Lightning or Mustang Mach-E. By alleviating financial burdens like the cost of a home charger and providing educational resources, Ford hopes to encourage more people to transition from traditional gas-powered vehicles.
“While we’re focused on growing our business, our primary goal is to serve our customers well,” said Marin Gjaja, chief operating officer of Ford’s Model e EV business. “Home charging is crucial, but so is confidence in the durability and longevity of the battery.”
The program comes as EV sales have begun to slow compared to initial projections. While early adopters have embraced electric vehicles, mainstream adoption has been hindered by factors such as cost, charging infrastructure, and range anxiety.
Ford’s “Ford Power Promise” directly addresses many of these concerns. It aims to alleviate “change anxiety,” a term coined to describe the fear of an EV running out of battery power between charging stations.
The program includes the installation of a level-two home charger, 24-hour advisor support, and roadside assistance for five years or 60,000 miles. Customers who do not need a home charger or prefer not to participate can receive a $2,000 cash equivalent.
The free home charger installation offer is currently limited to the fourth quarter, but Ford may extend the availability depending on demand.
In addition, Ford is emphasizing its existing 8-year or 100,000-mile battery warranty, which many consumers may not be aware of. The company’s EV warranty covers all high-voltage system components, including the battery. Other components are covered for three years or 36,000 miles.
