The “Ford Energy Promise” focuses on drivers who can most simply cost at dwelling—nonetheless the low-hanging fruit for EV gross sales. It’s working.
Promoting electrical automobiles was at all times going to be a problem, particularly for established U.S. manufacturers like Ford and Chevrolet. They require loads of rationalization by salespeople unfamiliar with EVs; not each shopper lives the place charging will probably be simple and handy; and misperceptions and myths abound.
Final summer season, Ford analysis discovered intenders’ perceptions of EV driving have been extra demanding than these of EV house owners—and each have been extra demanding than the precise realities of EV use.
To deal with these challenges, final 12 months Ford launched its “Ford Energy Promise,” a advertising and marketing and assist bundle to ease EV-curious buyers (“intenders”) over the hump to purchasing and driving an electrical car.
The Energy Promise program was first introduced in September 2024, and Ford attributed its best-ever quarterly EV gross sales in This autumn-2024 to consciousness of the plan. Ford has prolonged the plan a number of instances, most lately by way of June 30, 2025. In early April 2025, it launched the plan in Nice Britain and Northern Eire as nicely.
The Ford Energy Promise within the U.S. has 4 foremost options:
- Ford will present consumers with a free Cost Station Professional dwelling charging station together with free customary set up
- Ford’s BlueOval Cost community of charging networks simplifies EV journeys by routing drivers amongst charging stations from a number of networks, together with Tesla Superchargers
- Ford warrants its EV batteries for 8 years or 100,000 miles
- Ford says it affords 24/7 entry to EV advisors to reply house owners’ questions as they come up
“House is the place the cost is”
As a result of automobile buyers don’t have a fuel pump of their storage, the concept of recharging an EV at dwelling isn’t at all times intuitive. But roughly 80% of EV miles come from charging at dwelling or work—not from public charging stations, whether or not 240-volt AC Stage 2 cables or DC fast-charging for highway journeys.
For Ford, new-car consumers who can cost at dwelling are the low-hanging fruit amongst EV buyers. With sales-weighted new-vehicle transaction costs hovering round $47,000, solely a minority of households now has sufficient earnings to afford a brand new automobile within the first place.
Of households that can afford a brand new car, Escalent’s 2021 ‘EV Ahead’ examine discovered absolutely 4 out of 5 have devoted off-street parking. That parking is probably going not more than 100 ft from some type of electrical provide, normally a lot nearer. That makes set up of a Stage 2 dwelling charging station doable, though the main points of every set up will fluctuate significantly.
Ford received’t cowl each circumstance; a “customary” set up may embody including a breaker into the house panel for a devoted 240-volt circuit. It received’t cowl working a higher-amperage energy line from the curb to the home, as an example. However tens of tens of millions of houses ought to be capable of make the most of that customary set up, no matter it could entail.
Give attention to in a single day recharge
In a December media presentation on the Ford Energy Promise, Martin Delonis, the corporate’s senior supervisor of technique for EVs, stated half of all new-car buyers are well-suited to dwelling EV charging. “House is the place the cost is,” he stated, citing it as a mantra to assist hesitant buyers perceive that most of the time, they received’t must hunt for public charging stations.
Delonis stated the corporate’s sellers, particularly their salespeople, are inspired to emphasize the pluses of in a single day recharging. These embody diminished off-peak or devoted EV-charging charges; much less load on the family (and parenthetically the electrical grid) throughout sleep hours; and the benefit of getting “a full tank” each morning.
The cost charges for the Ford electrical automobiles coated by this system are a most of 11.3 kW for the Mach-E crossover utility and e-Transit supply van, and 19.2 kW for the F-150 Lightning full-size pickup truck.
For apartment-dwelling consumers of Ford EVs who can’t make the most of the free dwelling charger and set up, a money rebate is obtainable as a substitute—initially $2,000, now $1,000. Delonis famous that every one the opposite components of the plan (BlueCharge Community, 24/7 assist line, battery guarantee, and so forth.) nonetheless apply to these consumers. Nonetheless, the free charging station is clearly the largest lure for this system.
It’s price noting Ford is just not the one maker providing a free charging station and customary set up. For its 2024 and (U.S.-built) 2025 Ioniq 5 hatchback utilities and each mannequin years of Ioniq 6 sedans, Hyundai will present consumers with a free ChargePoint Residence Flex Stage 2 charging station and hardwired set up—although not some other set up prices, taxes, or charges.
Patrons who can’t set up a charging station at dwelling can go for a $400 public-charging credit score good for 2 years at ChargePoint community stations. The provide is just like one it ran on the finish of 2023 for 3 completely different fashions.
Robust gross sales displaying
After canceling a deliberate battery-electric 3-row SUV in August 2024, Ford’s lineup of EVs is now well-established out there. That’s one other manner of claiming it hasn’t launched any new automobiles for some time. However its EV gross sales have grown steadily, and the corporate says the Energy Promise is a significant driver for these will increase. It explicitly attributed its highest-ever EV gross sales in This autumn final 12 months to rising consciousness of this system, launched simply weeks earlier.
Ford bought 30,176 EVs that quarter, out of a complete of 97,865 bought all through 2024. The primary quarter of 2025 noticed gross sales of twenty-two,550 EVs; Ford famous 11,607 Mach-Es have been bought “regardless of restricted stock.” However, it stated, “2025 mannequin 12 months Mustang Mach-E SUVs are actually in transit and can make their solution to seller heaps in April.”
The Ford Energy Promise is obtainable to all U.S. retail consumers of 2024 and 2025 Ford Mustang Mach-E crossover SUVs, F-150 Lightning full-size pickups, and e-Transit supply vans. It doesn’t apply to purchases of the small variety of plug-in hybrids Ford makes. Particulars differ barely in Nice Britain and in Northern Eire; there, Ford sells Mach-E and e-Transit fashions, but additionally two Europe-only SUVs developed on the Volkswagen MEB platform, the (European) Explorer and the Capri.
This text attracts on materials from an earlier piece by the identical writer for the Electrical Energy Analysis Institute, or EPRI, an impartial, nonprofit analysis group for the U.S. electrical utility business.
ADDITIONAL SOURCES:
- Ford shopper website: Ford Energy Promise
- Ford press launch, Apr 1, 2025: Ford Pickups Have Finest Begin in Over 20 Years; Q1 U.S. Retail Gross sales Develop, Led by F-Collection, Electrified Automobiles and Bronco
- Ford press launch, Jan 3, 2025: Ford U.S. Retail Gross sales Develop at Double the Business Tempo in 2024, Led by Vehicles, Hybrids, Electrical Automobiles and Lincoln
- Ford press launch, Sep 30, 2024: Ford Energy Promise Offers Electrical Automobile Clients New Confidence
