Ford is looking to take some of the sting out of EV charging by offering a free home charger. The automaker will even send out a technician to install it at no cost to you if you buy or lease a retail Mustang Mach-E, F-150 Lightning or E-Transit between October 1 and January 2. However, Ford may opt to extend the program if it proves successful. (Ford Pro fleet customers will get a commercial charging cash incentive instead.)
According to Joanna Stern of The Wall Street Journal, those who take up the offer will get a Level 2 charger at home. This should save Ford EV buyers and lessees a pretty penny, since the Ford Charge Station Pro costs $1,310 and the company typically charges $2,000 for installation. The charger comes with 80 feet of wire run and delivers up to 60 amps of power, Stern notes. Still, those who want to take up the deal may need to make sure their garage is wired up properly to fully take advantage of Level 2 charging.
The EV side of Ford’s business has been struggling as of late — the company expects that division to lose as much as $5.5 billion this year. In January, it cut production of the F-150 Lightning due to lower than expected demand and shifted resources to make more Broncos and Rangers. A few months later, the company delayed some EV models, including a planned three-row SUV, and placed more focus on hybrids. But in August, the automaker killed the three-row SUV project entirely while further delaying some other EVs.
Incentivizing EV purchases and leases with a free home charger and installation is smart and it could pay off for Ford. However, it may turn out to be little more than a Band-Aid for the division’s deeper-set problems.
