Ford Extends Free At-Home EV Charging Promotion Amid Record Sales

    Ford has announced an extension of its “Power Promise” initiative, which offers a free home EV charger and installation to new electric vehicle buyers. Initially slated to end on January 2nd, the promotion will now continue through March 31st, 2025.

The decision to extend the program follows what Ford describes as its “best-ever” quarter for EV sales. In 2024, Ford sold 97,865 pure electric vehicles, with notable increases across its EV lineup:

• Mustang Mach-E: Sales rose by 27%, reaching 51,745 units.
• F-150 Lightning: Saw a 39% increase to 33,510 units.
• E-Transit: Experienced a 64% jump to 12,610 units.

The Mustang Mach-E stood out, achieving a record fourth quarter with 16,119 units sold, making it the second-best-selling electric SUV in the US, just behind Tesla’s Model Y.

What the Power Promise Offers

Ford’s Power Promise includes:

• A free home EV charger with standard installation.
• 24/7 customer support for charging-related inquiries.
• Complimentary roadside assistance for EV buyers.

Ford Model e retail director, Stacey Ferreira, highlighted that 85% of installations were classified as "standard," meaning no additional costs for customers. The average timeframe from quote to installation was just 11 days, showcasing the program's efficiency.

Context in the EV Market

While Ford’s EV sales have surged, they still trail behind General Motors, which sold 114,400 electric vehicles in 2024. Despite this, Ford’s extension of the Power Promise highlights its commitment to attracting and supporting new EV owners as competition in the electric vehicle market intensifies.

This move could further solidify Ford’s position as a major EV player, particularly as it continues to improve customer satisfaction and expand its EV lineup.

My Take: Ford’s strategy to couple sales momentum with customer-centric initiatives like the Power Promise could help it gain ground against competitors. The seamless integration of free charging solutions not only reduces the barriers to EV ownership but also enhances the overall customer experience, making Ford’s EVs even more appealing.