New York, NY – Ford Motor Company is rolling out an innovative program to enhance the appeal of its electric vehicles and alleviate concerns among potential buyers. The new initiative, known as the “Ford Power Promise,” offers a range of benefits to customers who purchase or lease a new Ford electric vehicle, including the F-150 Lightning pickup truck and the Mustang Mach-E crossover.
The goal of the program is to address common barriers to entry for electric vehicle ownership, such as the cost of home charging infrastructure. By providing free home-charging installation and other valuable perks, Ford aims to make the transition to electric vehicles easier for consumers.
Marin Gjaja, chief operating officer for Ford’s Model e EV business, emphasized the company’s commitment to serving customers and helping them navigate the shift from traditional gas vehicles to electric ones. He highlighted the importance of ensuring customer confidence in the durability and longevity of electric vehicle batteries.
Despite the growing interest in electric vehicles, sales have not reached the levels that many anticipated. Ford’s “Ford Power Promise” program seeks to tackle these challenges head-on by addressing concerns surrounding charging infrastructure, costs, and consumer education.
One key focus of the program is to alleviate “change anxiety,” a concept Ford has coined to describe the apprehension some consumers feel about transitioning from gas-powered vehicles to electric ones. By offering complimentary services, including a home charger installation, 24-hour advisor support, and roadside assistance, Ford aims to alleviate these concerns and build trust with customers.
In addition to the immediate benefits of the program, Ford is also ramping up efforts to educate consumers about the existing warranty coverage for its electric vehicles. Many consumers are unaware of the 8-year or 100,000-mile battery warranty that comes standard with Ford EVs, and the company is working to increase awareness around this critical aspect of ownership.
As Ford competes in the rapidly evolving electric vehicle market, initiatives like the “Ford Power Promise” program are essential for attracting new buyers and retaining existing customers. The company’s commitment to providing comprehensive support for electric vehicle owners underscores its dedication to driving innovation and sustainability in the automotive industry.