Ford offers EV buyers free home charger, installation in Q4

Ford Motor Co. will cover the cost of a Level 2 home charger and installation for buyers of its electric vehicles starting Oct. 1, an effort to alleviate concerns that have kept some would-be customers on the fence.

The automaker said it will provide a free Ford Charge Station Pro bidirectional home charger, which retails for $1,310, to buyers and lessees of the F-150 Lightning, Mustang Mach-E and E-Transit commercial van during the fourth quarter as part of a new program called the Ford Power Promise. Ford also will provide round-the-clock live support by text or phone to Lightning and Mach-E owners, along with roadside assistance in the event of a depleted battery and other circumstances.

The company will highlight its eight-year, 100,000-mile battery warranty, access to its BlueOval Charge Network and Tesla's Superchargers with the use of adapters, and mobile service through dealerships.

"The Ford Power Promise is a supercharged suite of offerings to provide unparalleled support for our U.S. customers," said Becca Anderson, senior director for customer success with Ford's Model e EV unit. "We've built this foundation over the past two years at Ford, and we're bringing it together into one breakthrough commitment to our customers."

The charger and installation costs will be covered only during the fourth quarter, but the live support and other program benefits will continue after that, Anderson said.

Ford said it will cover costs for up to 60 amps and 80 feet of wiring when customers use its preferred installer, Qmerit. Customers who need electrical panel upgrades would pay the difference beyond 60 amps, the automaker said.

Those who don't qualify for the home-charging benefit, for instance because they live in an apartment or already have a home charger, will be eligible for a $2,000 cash equivalent from their dealership.

A survey Ford commissioned in September supports the notion that nearly half of U.S. new-vehicle shoppers could do well with an EV, from having a garage and driveway for home charging to the fact that most daily trips are far shorter than an EV's maximum range, said Martin Delonis, senior manager of strategy for Ford Model e. Today's buyers, however, have more practical concerns than earlier adopters, Delonis said, such as the distance to a public fast-charging station or the efficiency of charging at home.

"Shoppers worry about range, charging and battery health. These aren't concerns of owners," he said. "This tells us that there is [a] tremendous perception gap to bridge, and shoppers need help crossing it."