- Ford aims to make EV ownership less stressful with new incentives for buyers and lessees.
- The Ford Power Promise includes a free home charger, 24/7 support, and a battery warranty.
- Eligible models include the Mustang Mach-E, F-150 Lightning, and E-Transit starting October 1.
Jim Farley, Ford President and CEO, has unveiled a new initiative to make electric vehicles (EVs) more appealing to U.S. buyers. Dubbed the Ford Power Promise, the program aims to tackle common EV concerns with a package that includes a complimentary home charger, access to an expanded network of public charging stations, an eight-year battery warranty, and round-the-clock live support via text or phone.
Starting October 1, the program will be available to customers who buy or lease a Ford Mustang Mach-E, F-150 Lightning, or E-Transit.
More: Ford Is Done With Boring Cars, Says It’s Now In The “Iconic-Vehicle Business”
As part of the deal, the Blue Oval will cover the cost of its premium Ford Charge Station Pro home charger ($1,310) and installation throughout the fourth quarter of 2024. The rest of the benefits, including the expanded charging access and warranty, will continue to be available for future EV buyers and leasers.
For those who either already own a home charger or can’t install one—such as apartment dwellers—the company will offer a $2,000 cash alternative, redeemable at any Ford dealership. Commercial fleet customers under the Ford Pro program will also benefit from a separate commercial charging incentive.
Beyond the complimentary home charger, Ford EV owners gain access to the expanded Blue Oval Charge Network, which now integrates with both Electrify America and Tesla Superchargers, thanks to a special adapter. All available charging points are conveniently displayed on the vehicle’s navigation screen, with payments automatically deducted via the owner’s FordPass account.
Perhaps most importantly, buyers will get 24/7 live support and roadside assistance. Whether it’s a question about their EV or a dead battery leaving them stranded, Ford promises to have an advisor on standby at all times—ready to assist through text or phone.
Finally, the automaker is offering an eight-year or 100,000-mile (160,934 km) warranty for the battery pack, so buyers don’t have to worry about it in the event of a malfunction.
Farley’s Realization: EVs Need Gas-Station-Like Convenience
Jim Farley introduced the Ford Power Promise in a candid LinkedIn post, following two extended EV road trips across the Western U.S. and Europe. According to Ford’s CEO, people need a seamless experience akin to the “friendly attendant” at a gas station who tops off your tank, checks the tires, and maybe adds a little oil.
Although such convenience is still accessible to owners of internal combustion engine (ICE) and hybrid vehicles, Farley makes the case that the EV era demands a modernized version of this ease and service. He argues that today’s consumers are after “convenience, peace of mind, and expert service” before they’re willing to take the plunge and invest in an EV.
Ford’s latest push is designed to break down lingering skepticism around EVs, at a time when the technology faces both excitement and scrutiny in equal measure.