Ford Power Promise Program Eases ‘Range Anxiety’ With Free Home Chargers

Starting Oct. 1, Ford is offering free home chargers and installation to electric vehicle buyers. To jump-start sales, the carmaker introduced the Ford Power Promise program, which provides complimentary installations of its Ford Charge Station Pro, among other perks.

Ford hopes that free installation of the level two charger will help persuade buyers to switch to an EV, such as the Mustang Mach-E. While the company did not disclose its cost for hooking it up, the expense will hopefully help Ford dealers move more EV vehicles as well as remove the buyer’s objection to installing it themselves.

Despite an initial surge of buyers, Ford posted an EV sales loss of $1.3 billion in the first quarter of 2024. Part of the decline could be blamed on the limited availability of charging stations in the U.S.

Many customers are slow to switch from traditional gas-powered vehicles due to “range anxiety,” which is the fear of running out of battery between stations. In addition, charging a vehicle takes a lot longer than simply gassing up at a common fuel station.

To help relieve that stress, some EV buyers have installed home chargers to give their vehicles a boost without worrying about getting to a public charging station. However, depending on the level, home charger installations can cost hundreds to thousands of dollars.

As such, most car buyers have been cautious about buying EVs until charging stations become more common. Ford’s Power Promise program may alleviate that hesitation.

“This is something we think is great for our customer, but we also think the way it’s set up, it’ll provide education for shoppers and intenders as well,” said Marin Gjaja, chief operating officer for Ford’s Model e EV business, per CNBC. “We’re trying to get people off the fence.”

Other Ford Power Promise Benefits

The Ford Power Promise program also comes with roadside assistance as well as 24-hour vehicle support service. Buyers who decline the program will receive $2,000 toward the EV purchase or lease. Purchasers can also get on-the-road charging via stations sporting the BlueOval logo, which currently numbers around 15,000 in North America.

In addition to the program benefits, Ford also plans to heavily promote its already-existing battery warranty. The car company will take care of issues related to the vehicle’s high voltage system as well as the battery for 100,000 miles or eight years. Of course, other components will still fall under Ford’s three-year/36,000-mile standard warranty.

“We want to make sure people understand we’ve got your back on the battery, and the battery can be serviced,” said Gjaja.

Ford noted that the Power Promise incentive will only be available for the fourth quarter of this year. Yet, there is a chance it will be extended if all goes well.