Ford has rolled out a suite of new incentives for electric vehicle buyers in the UK, including free home chargers and installation, as it seeks to regain momentum in the European EV market and support the launch of its electric Puma model.
The initiative, known as the “Ford Power Promise,” mirrors a program first introduced in the United States last year and has now been extended to other markets, including Canada and the UK. Under the UK scheme, Ford is offering a complimentary wall box charger with standard installation, a home energy credit of up to 10,000 miles, and an eight-year or 100,000-mile battery warranty.
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Other benefits include a five-year service plan, five years of roadside towing assistance, and access to over 33,000 public charging points through the company’s Blue Oval Charge Network.
“Helping our customers transition to an EV lifestyle is a key priority for us,” Ford said in a statement. “By making EV ownership more convenient and affordable, we aim to accelerate the shift to electric mobility in the UK.”
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The offer applies across Ford’s expanding electric lineup in Britain, which includes models such as the Mustang Mach-E, Explorer Electric, Capri EV, and the new Puma Gen-E — an electric version of the automaker’s top-selling vehicle in Europe. In the UK, the Puma Gen-E Select is priced from £30,795 ($39,300), while prices on the continent start at €36,900 ($38,800).
For buyers who already have a home charging unit, Ford is offering a £500 ($650) cash alternative. The automaker has also partnered with the UK’s largest energy supplier, Octopus Energy, to provide discounted overnight EV charging through its “Intelligent Octopus Go” plan, with rates as low as 7p per kilowatt-hour.
According to Ford, charging the new Puma Gen-E could cost as little as £3.23 ($4.10). The company also claims that its 2025 Mustang Mach-E eAWD extended-range version could save drivers up to $26 per full charge compared to refueling a petrol vehicle, while the F-150 Lightning Lariat may offer up to $55 in savings per charge over a comparable pickup.