Ford offers free home charger to entice new EV buyers

In the United States, Ford has launched a new initiative to encourage electric vehicle (EV) adoption by offering new customers a complimentary home charger and installation. This program, announced by CEO Jim Farley, is available for buyers of the Mustang Mach-E, F-150 Lightning, and E-Transit Cargo van from October 1 through the end of the year. For those who already have a home charger, Ford will provide a cash equivalent of $2,000. This move aims to address concerns about charging infrastructure, which Farley identified as a significant barrier to EV adoption based on his personal experiences during road trips. Ford's strategy also includes a partnership with Tesla to enhance charging capabilities, allowing Ford vehicles to access Tesla's supercharger network starting in 2025. The company is aware of the challenges it faces, including financial pressures in its electric division, which reported significant losses in the first half of 2024. Despite these challenges, Ford remains committed to expanding its EV offerings and improving customer experience. The initiative is part of the broader 'Ford Power Promise' program, which aims to alleviate 'change anxiety' among potential EV buyers. Research indicates that many consumers are hesitant to switch to electric due to misconceptions about range, battery health, and overall ownership costs. Ford is addressing these concerns by providing 24/7 support for EV owners and emphasizing the benefits of home charging. As the second-largest EV seller in the U.S., Ford's efforts reflect a strategic response to the evolving electric vehicle market, aiming to maintain competitiveness while navigating financial hurdles.