(Credit: Ford)
Ford is sweetening the deal for prospective EV buyers by offering a free home charger and installation now through Jan. 2, 2025.
The new program, dubbed Ford Power Promise, aims to introduce new F-150 Lightning and Mustang Mach-E owners to the benefits of "passive fueling overnight," Ford says. "There’s an efficiency there that takes time to realize and understand."
Even though Ford EVs got Tesla Supercharger access this year, the company's data shows that 80% of charging occurs at home, and 89% of electric vehicle shoppers are more likely to buy if they have access to home charging. Since most early adopters already have an EV, the company is targeting the practical-minded "early majority."
"Questions and a lack of information about where to charge are the primary barriers to electric vehicle adoption for those on the fence about going electric," says Ford.
(Credit: Ford)The charger Ford is offering is the Ford Charge Station Pro. At $1,310, it's nearly double the price of other home-charging options like the ChargePoint Flex (~$550) or Tesla Universal Wall Connector (~$580). It can handle more sophisticated power management tasks, including bi-directional charging in which the vehicle can power the home and act as a backup generator.
Ford is partnering with Qmerit to do the installations. Qmerit is a nationwide provider that worked with General Motors in 2021-2022 to offer a similar free installation promotion for Chevrolet Bolt EV and EUV customers. Qmerit will hardwire the charger, not install a NEMA plug.
The promotion only covers "standard" installations, which Ford defines as up to 60 amps of power and 80 feet of wiring. Ford declined to say how much a standard installation costs, though we would expect around $2,000 to be the average. If the home needs a panel upgrade, the homeowner will pay for only the panel upgrade portion.
If your home doesn't qualify, Ford will give you $2,000 in cash. Those who already own a Ford EV and missed out on the promotion can still access a new 24/7 text and email support line for vehicle, maintenance, and charging-related questions.