Ford is aiming to attract more electric vehicle buyers by offering free home chargers and installation to those who purchase or lease its EV models by the end of 2024.
The incentive, announced on Monday, applies to the Mustang Mach-E, F-150 Lightning pickup truck, and E-Transit Cargo van, as automakers work to counter slowing demand in the EV market.
Auto shoppers say they're more likely to buy an electric vehicle if they could fill up at home. So we’re going to make it easy for our customers. If you buy or lease a new @Ford electric vehicle, we’ll include a complimentary home charger. This is part of something we’re calling… https://t.co/wdlp1bWCMf
— Jim Farley (@jimfarley98) September 30, 2024
Ford, like other automakers, has identified charging infrastructure as a key concern for potential EV buyers, with CEO Jim Farley acknowledging, “There’s no bigger obstacle than charging.” The initiative comes after Farley’s own experiences during EV road trips, which highlighted the importance of reliable home charging for consumers.
Despite efforts to boost sales, Ford is grappling with financial challenges in its EV division. The company anticipates a $5 billion loss for its electric unit this year and recently canceled a planned three-row electric SUV to cut costs.
However, Ford remains the second-largest EV seller in the U.S., with 44,000 vehicles sold in the first half of 2024, trailing far behind Tesla, which delivered 831,000 units during the same period.
