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Ford had a record year for electric vehicle sales (despite murmuring about an EV sales slowdown from executives at the beginning of the year). One program the company has used to help spur on sales is Power Promise, which provides complimentary home chargers and installation (as long as the installation task isn’t crazy for some reason) to new EV buyers. The company is extending the program through March 31, 2025, for now.
The program also rolls in some support for on-the-go EV charging and basically packages various features of the EV ecosystem and Ford driver support under one name.
Without a doubt, one of the big fears for mainstream buyers about buying an electric car is the charging process and charging costs. Many people don’t realize they’re going to save thousands of dollars and have a much more convenient, relaxed experience charging from home than going to a gas station every week or so. Anything a company can do to hold their hands and help them get used to a new way of “fueling” is helpful for breaking down that mental barrier. So, I think this must be a very effective, fruitful program — and hence its extension.
“The Ford Power Promise was developed from insights and feedback from Ford customers and dealers about the real barriers some people face when deciding if an electric vehicle is the right choice for them,” Ford writes. I don’t know if the company has been conducting surveys of customers after benefiting from Ford Power Promise, but given that it was created from customer feedback, I’d assume they are. If that’s the case, one has to think the feedback has been overwhelmingly positive and appreciative, and perhaps even tells Ford that Power Promise was a clincher for a large number of buyers to get them to close the deal and go electric.
The Power Promise package is for customers who buy the Ford Mustang Mach-E, Ford F-150 Lightning, or Ford E-Transit van — model year 2024 or 2025.
Here’s the list of key Power Promise features, according to Ford:
- Complimentary Home Charger & Standard Installation1: Retail Purchase or lease of a Ford Mustang Mach-E, F-150 Lightning, or E-Transit Cargo Van customers are eligible to receive a complimentary home charger and standard installation at their home.
- On-the-Road Charging2: The BlueOval Charge Network simplifies journeys by locating chargers across networks, including Tesla Superchargers. Enjoy seamless road trips with Plug and Charge via the FordPass app.
- Battery Confidence: An eight-year/100,000-mile high-voltage battery warranty provides peace of mind with every drive.
- 24/7 Support3: A dedicated team of Ford advisors offers continuous support, including complimentary roadside assistance with charging support.
Here are the footnotes:
1Must purchase or lease a 2024 or 2025 F-150 Lightning, Mustang Mach-E, or E-Transit Cargo Van from a Ford dealer between 1/3/2025 and 1/31/2025 to be eligible to receive (a) one (1) complimentary Ford Charge Station Pro (Ford charger model may vary based on availability) with complimentary home installation, or (b) $1,000 bonus cash. No trade-in required. Offer not available to fleet or commercial customers. Complimentary home installation must be completed through Qmerit Electrification LLC by 9/30/2025; restrictions may apply based on structural and electrical limitations. Must take retail delivery from an authorized Ford dealer’s stock by 1/31/2025. See your Ford dealer for details and terms
2Based on active charging stations in OCPI data from Ford’s CMS partners, generated between 9/1/2024 and 10/11/2024.Numbers subject to change. FordPass® App, compatible with select smartphone platforms, is available via download. Message and data rates may apply.
3Available only for Ford F-150 Lightning and Mustang Mach-E owners. Message and Data Rates May Apply. By texting, you agree to receive text messages. Text HELP for information. Text STOP to cancel. Privacy Policy at www.ford.com/help/privacy/. Customer must agree to terms and opt-in to phone and text communications for 24/7 Live Support and proactive charging support. Not available on select holidays. See your Ford dealer for details.
Stacey Ferreira, Director of Retail Execution & Innovation at Ford, provides a bit more background on how Power Promise came about:
“When my husband and I bought our first electric vehicle, we had so many questions. How do we fill it up? Where do we fill it up? Do we need special equipment? What happens if we get stuck driving between Phoenix and Los Angeles? There are no oil changes, but do we need to do anything special for maintenance? It was a learning curve, and yet, I knew from my day-to-day job at Ford many people have these questions when navigating the transition.
“Our electric vehicle team has learned from people interested in an electric vehicle, Ford customers, and our Dealers that adding an electric vehicle to your driveway can be an overwhelming experience. So, last year, the team at Ford set out to dig into the experience and the data, which included meeting with thousands of folks from across the country.
“What we found is why we created the Ford Power Promise: a comprehensive, electric vehicle program with the goal of providing convenience, peace of mind, and dedicated advisors from day one of ownership. It’s been so successful; we’re extending the Ford Power Promise into 2025 because it is helping Ford customers save time and money by going electric.”
One thing I do like about Ford in recent years is how executives have stepped into the EV life, paid close attention to what they experienced and come up with ways to make going electric easier and more comfortable for more Ford EV buyers. We saw this with CEO Jim Farley going on a road trip in a Ford F-150 Lightning and then deciding to have Ford join the Tesla Supercharger network, and now we’re seeing how Stacey’s experience led her and Ford to creating a really welcoming, effective specialized program for EV owners. You can read much more about Stacey’s learnings from going electric here, and feel free to chime in with your own thoughts on the Power Promise program and what else you might like to see from it.
Featured image courtesy of Ford.
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