Ford Motor Co said it was launching a new program called the Ford Power Promise to make its electric vehicles more attractive and help reduce customer concerns. The program, beginning Tuesday, includes free home charging installation for customers who buy or lease a Ford electric vehicle-recently expanded to include the F-150 Lightning pickup truck and the Mustang Mach-E crossover.
This program drives efforts in reducing some of the financial burdens that surround EV ownership, especially when it comes to installing home charging stations but also focuses on educative new electric vehicle owners on transitioning from conventional gasoline engines. According to Marin Gjaja, Ford’s chief operating officer for its Model e EV business, good customer service forms the base of driving business forward. He stated that, “Filling up at home really is a big key, but so is confidence in the durability and life of the battery.”
This launch comes just when the sale of electric vehicles is seen to grow at a slower speed than projected, hit by challenges like costs and charging infrastructure that prevent mass-market adoption. This is why Ford’s program targets what’s known as “change anxiety” – the fears on the part of consumers about the transition into electric vehicle technology.
The “Ford Power Promise” delivers in spades by layering on that level of standardization with a $1,310 level-two home charger, 24-hour advisor service, and roadside assistance for five years or 60,000 miles. For customers who don’t need to take advantage of that $1,310 level-two home charger, Ford will throw in a cash equivalent towards purchasing or leasing the vehicle. That advisory service is also available to existing Ford EV owners.
While the free charger installation program is capped at the fourth quarter, Gjaja suggested that this might be extended. Further, Ford will also promote its current 8-year or 100,000-mile battery warranty on the high-voltage system, which it claims makes customers feel comfortable with the battery serviceability.
Despite its drawback in profitability, Ford is still the third-best-selling automaker in EVs in the U.S., behind Tesla and Hyundai. Company officials are focused on understanding the electric vehicle market while facing the pressures of regulatory fuel economy standards and growth in the sector.
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