In a blog post, Ford CEO Jim Farley announced the new Ford Power Promise, an incentive and cash program customers, such as fleets, can apply toward electric vehicle costs of their choice.

Starting October 1st, Ford Power Promise will offer retail EV customers a complimentary home charger and home installation with the purchase or lease of a Ford electric vehicle, such as the Ford Mustang Mach-E, F-150 Lightning, or E-Transit.

The program also includes Ford Pro fleet or commercial customers, who are now eligible for a $2,000 Commercial Charging Cash incentive. The money can be applied toward EV costs like home, depot, or workplace charging solutions.

The announcement comes in a period when new and used electric vehicle (EVs) sales have been slowing or stalling, with signs of a rebound for certain companies.

"Cheap lease deals on electric vehicles are popping up everywhere. Ford believes it will take more than jumbo rebates to truly break through with the estimated 19 million people in the U.S. interested in electric vehicles. It will take — you guessed it — convenience, peace of mind, and expert service," Farley said.

EV Adoption and Fleet Concerns

Ford Power Promise focuses on fleets that intend to buy but are only partially sold on the ownership costs of purchasing and maintaining an EV.

According to Ford, 89% of electric vehicle shoppers are more likely to buy an electric vehicle if they have access to home charging.

The program expands further than the cash with practical solutions to common EV challenges, like charging, battery longevity, and installation. However, needs may translate differently for fleets of varying sizes.

"It depends on the customer, the kind of fleet they have, and where they ultimately want those vehicles to charge most efficiently. For micro fleets, we have found that is usually at home versus big fleets, which all have depots and central hubs with more infrastructure," a Ford spokesperson said.

According to Ford, fast installation times are a perk of the home charging option. Through local installers and single contracts, jobs are being done within three to four weeks, tracked from the first invitation to full completion.

For long distances, Ford's BlueOval Charge Network automatically searches for chargers across various networks, including Electrify America and Tesla Superchargers, adding charging stops to your route via the Connected Navigation in the vehicle.

Ford Power Promise represents a significant step in bridging the gap between buyer hesitancy and electric vehicle ownership. To ease concerns around charging, infrastructure, and costs, the initiative aims to make EV adoption smoother for both individuals and commercial fleets.