close
close
Ford covers home charger and installation costs for electric vehicle buyers

To boost sales, starting Tuesday through the end of the year, Ford Motor Co. will cover the cost of a home charging station and its installation for customers who buy or lease a new electric vehicle.

Electric vehicle sales are not growing as quickly as the industry expected. Affordability, availability of charging infrastructure, battery health and convenience remain barriers to EV adoption. Covering the cost of purchasing a Level 2 charger for Mustang Mach-E SUV or F-150 Lightning truck customers to refuel at home helps overcome some of these obstacles, said Martin Delonis, senior manager of Strategy for Model e, Ford's EV division.

“An electric vehicle will tank if you’re not careful — passive overnight fueling, like charging a smartphone,” he said during a virtual briefing of the program. “It's hard for anyone to understand an amenity that didn't exist before. Only half of the people we spoke to realized that it's easier to fuel up at home and wake up ready to go every day. This is an efficiency that is not recognized” and it takes time to understand it.

Ford did not provide an exact figure for the total value of the Ford Power Promise promotion in the fourth quarter. The included charger is the Ford Charge Station Pro, which retails for $1,310. Installation can cost several hundred dollars more.

Customers who already have a charger or are unable to install a charger, such as if they live in an apartment, can receive a discount of up to $2,000 on a new electric vehicle as part of the promotion. Ford Pro Fleet customers who purchase the E-Transit all-electric van or another electric vehicle will receive a cash incentive for commercial charging, Ford CEO Jim Farley wrote in a LinkedIn post.

“For many owners, refueling at home with electricity can represent a significant cost savings compared to refueling with gas. The problem is that almost half of them don’t know how home charging works,” he wrote. “Our industry seems to want to answer these questions in a time-honored way – cash. Cheap leasing contracts for electric vehicles are popping up everywhere. Ford figures it will need more than just jumbo rebates to really get away with the estimated 19.” Millions of people in the U.S. interested in electric vehicles need—you guessed it—convenience, safety and expert service. It needs a modern version of the friendly gas station, only this time you fill up at home.”

Ford customers who have already purchased an electric vehicle before Tuesday are excluded from the promotion unless they purchase another one.

Ford is working with its charging installation partner Qmerit. The program covers standard installation, supporting a circuit of up to 60 amps and a cable length of 80 feet. The charger does not use a NEMA 14-50 outlet. If a customer's home requires a panel upgrade, the customer will be responsible for covering the difference.

According to Ford's website, the Ford Charge Station Pro can increase the range of the F-150 Lightning extended range truck by up to 30 miles per hour. Customers can schedule a top-up in the FordPass app. The charger also offers bi-directional charging, allowing the EV battery to provide stored energy to provide power if a customer's home power goes out.

U.S. electric car sales from Ford, which sells the second-most electric models in the country behind Tesla Inc., rose 58% year over year through August. Ford will report third-quarter sales on Wednesday.

Chevrolet has offered home charging station installation promotions when purchasing or leasing a new 2022 or 2023 Bolt EV or Bolt EUV.

The Ford Power Promise also aims to educate customers about other benefits of purchasing a Ford electric vehicle, said Becca Anderson, senior director of customer success for Ford Model e. The Blue Oval Charging Network has more than 75,000 electric vehicle chargers; The automaker ships adapters that allow customers to charge through Tesla's Supercharger network, and Ford offers an eight-year, 100,000-mile warranty on its electric vehicles' batteries. There is also a 24/7 EV support hotline available via text or phone.

“Buyers are concerned about range, charging and battery health,” Delonis said. “These are concerns of the owners. This shows us that there is a huge perception gap that needs to be closed and buyers need help bridging that gap to make an electric vehicle a real option for fences. We need to close the gap between perception and reality.”

[email protected]

@BreanaCNoble

By Vanessa

Leave a Reply

Your email address will not be published. Required fields are marked *