Automobile giant Ford is revolutionizing the way it attracts private buyers to its electric vehicle (EV) lineup by introducing an array of benefits designed to alleviate the concerns associated with EV ownership. Market research has shown that a quarter of potential EV buyers across Europe are deterred by uncertainties and complexities in transitioning to electric cars. In response, Ford has crafted a comprehensive incentive package available to purchasers of its latest all-electric models, including the Puma Gen-E, Explorer, Capri, Mustang Mach-E, E-Tourneo Custom 7, and E-Tourneo Courier. This initiative aims to provide peace of mind and financial relief to new EV owners.
Central to this offering is Ford’s Power Promise, which encompasses several key features to enhance the EV experience. Buyers receive a complimentary home charging station along with standard installation, up to 10,000 miles of free energy through the 'Home Energy Bonus,' a five-year service plan, roadside assistance for the same duration, and the customary eight-year, 100,000-mile coverage for the battery system. Collaborating with energy provider Octopus Energy, Ford enables owners to access competitive overnight charging rates of just 7p per kWh, significantly reducing the cost of refueling compared to traditional gasoline-powered vehicles. For instance, fully charging a Puma Gen-E for a range of 233 miles costs approximately £3.23, whereas traveling the same distance in a petrol version would incur roughly £29.
Recognizing diverse customer needs, Ford offers flexibility within its incentive program. Those not requiring a home charger or the Home Energy Bonus can opt for a £500 cash incentive instead. While the battery warranty spans eight years, Ford's general vehicle warranty remains at three years, though commercial buyers via Ford Pro enjoy extended coverage of five years. Lisa Brankin, Chair and Managing Director of Ford UK, emphasized the company's dedication to easing the transition to electric mobility. By simplifying the ownership process and providing unique assurances, Ford aspires to inspire confidence in first-time EV adopters and stimulate interest in its expanding range of electric passenger cars.
Through innovative strategies and customer-centric initiatives, Ford is paving the way for a more accessible and appealing electric vehicle market. By addressing common apprehensions and offering substantial value, the company demonstrates its commitment to fostering sustainable transportation solutions while encouraging broader adoption of EV technology. Such efforts underscore the importance of adaptability and forward-thinking approaches in meeting evolving consumer demands and environmental goals.