Drivers who are looking to switch to an electric vehicle could receive a free charger at home from Ford as part of plans to boost EV uptake.
As part of a new offer, Ford CEO Jim Farley said drivers who buy a new EV from the brand would receive a complimentary home charger, as well as the free installation of the devices.
The offer applies to buyers of the Ford Mustang Mach-E, F-150 Lightning pickup truck, or E-Transit Cargo van from October 1 through the end of the year in the United States.
This programme aims to simplify the transition to electric vehicles by eliminating the guesswork and costs associated with home charging installation.
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Jim Farley said Ford would continue to back electric vehicles
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Farley emphasised the importance of this approach, stating that public charging needs to be made easier for customers, who will be backed by a new partnership with Tesla.
For customers who already have a home charger or live in flats, Ford is providing a $2,000 (£1,494) cash equivalent from dealers as an alternative benefit.
Ford’s strategy to address charging concerns stems from CEO Jim Farley’s personal experiences during EV road trips across Europe and the Western United States, which highlighted the importance of home chargers.
“We spend all this time in the industry talking about charging on the road, and yet we kind of overlooked the most basic charging solution for America,” Farley remarked.
He added: “Electric vehicles are an excellent choice for many people. They are fun to drive, quiet and smooth on the road. They can help save you time and money on gas. And for the first time in a long time, filling up just got easier.”
The company is also expanding its on-the-road charging capabilities with the BlueOval Charge Network which helps drivers locate chargers across various networks, including Electrify America and Tesla Superchargers.
To further ease concerns, Ford offers an eight-year/100,000-mile high-voltage battery warranty for all its electric vehicles, complimentary roadside assistance and 24/7 EV support from Ford advisors.
The free charger programme comes at a time when Ford is grappling with financial challenges in its electric division. The company expects to contain the costs of this initiative within its existing financials, according to Marin Gjaja, chief operating officer of Ford’s electric unit.
However, Ford is already facing a projected $5billion (£3.73billion) loss in its electric division this year. In August, the carmaker cancelled a planned three-row electric SUV to reduce spending, a move that could cost approximately $1.5billion (£1.1billion) in the near term.
Despite these financial pressures, Ford remains committed to expanding its EV offerings by working to cut costs on its battery-powered models whilst maintaining its competitive edge in the rapidly evolving electric vehicle market.
Ford’s electric vehicle sales have shown significant growth, with approximately 44,000 EVs sold in the first half of 2024, marking a 72 per cent increase from the previous year. This positions Ford as the second-largest EV seller in the United States.
In a strategic move to enhance its charging infrastructure, Ford became the first major automaker to partner with Tesla on its nationwide network of superchargers in May 2023.
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The new Ford Capri electric vehicle
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Starting in 2025, Ford vehicles are expected to come equipped with compatible charging ports, allowing easier access to Tesla’s charging stations.
Ford currently has a handful of electric models on the UK market including the new Capri, Explorer, Mustang Mach-E and the Tourneo Custom van.
It has also sold 69,852 new vehicles in the UK so far this year, making it one of the best-selling brands and ensuring it retains a 5.64 per cent share of the market.