Isha Sharma
Ford Motor Company is launching the “Ford Power Promise” program to boost electric vehicle (EV) sales by addressing customer concerns about EV ownership. The program, starting Tuesday, includes free home-charging installation and other benefits for those purchasing or leasing Ford EVs, such as the F-150 Lightning pickup and Mustang Mach-E crossover
Tackling “Change Anxiety”
Ford’s program seeks to alleviate “change anxiety” by offering a standard installation of a $1,310 level-two home charger.
This removes a significant cost barrier for new EV owners, making the transition smoother.
In addition, customers can benefit from complimentary 24-hour advisor service and roadside assistance for five years or up to 60,000 miles.
For customers who opt out of the free charger, Ford will provide a $2,000 cash incentive toward their EV purchase.
Current Ford EV owners are also eligible for the 24-hour advisor service and roadside assistance, ensuring long-term support.
The initiative aims to help customers transition from traditional gasoline vehicles by easing financial burdens and providing essential support.
Marin Gjaja, chief operating officer of Ford’s Model e EV business, emphasised the need to help consumers overcome “change anxiety”—a term Ford uses to describe customer hesitancy about switching to electric vehicles.
Building Confidence in EVs
Ford’s goal with the “Power Promise” program is to build consumer confidence in the durability and lifespan of EV batteries.
The company is ramping up awareness around its existing 8-year or 100,000-mile battery warranty, a detail many buyers are unaware of.
Ford aims to reassure customers that their investment is protected and that battery services are available when needed.
Ford’s focus on customer education extends beyond warranty coverage.
Gjaja hopes that by addressing key concerns, potential buyers will be more willing to switch from gasoline-powered cars to EVs, ultimately expanding Ford’s market share
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