According to Bloomberg, Ford Motor Company is offering free home chargers and installation services to U.S. consumers who purchase its electric vehicles, aiming to boost sales and address mainstream consumers' concerns about range anxiety.
During a media briefing, Ford executives announced that this incentive program will officially begin on October 1 and continue through the end of this year. Three electric models-Mustang Mach-E, F-150 Lightning, and E-Transit-will be eligible for this benefit.
Consumers purchasing or leasing any of these three models before year-end can receive a charger worth $1,310 with free installation (which can exceed $1,000). For those with existing home chargers or living situations that prevent installation, Ford will provide a $2,000 cash incentive through its dealerships.
Currently, a major concern for consumers regarding electric vehicles is the risk of running out of charge during long trips. Ford's new initiative aims to tackle this issue. The company states that over 80% of EV charging occurs at home, and by offering home chargers, it hopes to enable overnight charging and alleviate range anxiety.
Martin Delonis, Senior Strategic Manager for Ford's electric vehicle division Model e, emphasized, "We need to address not range anxiety, but charging anxiety." CEO Jim Farley also noted in an interview, "Charging is the biggest barrier."
Slow growth in electric vehicle sales has led Ford to cut production, lower prices, and delay or cancel new model launches. The company anticipates a potential loss of up to $5.5 billion in its EV business this year and is working on developing low-cost plug-in models to compete with Chinese electric vehicles.
