Ford has announced the extension of its "Power Promise" initiative, a promotion that provides free at-home electric vehicle (EV) charging with installation, through March 31st, 2025. The program, initially set to expire on January 2nd, will continue to benefit US customers who purchase a new model year 2024 or 2025 Mustang Mach-E, F-150 Lightning, or E-Transit.

The decision to extend the promotion comes on the heels of a "best-ever" quarter for EV sales at Ford, with the company reporting significant increases in sales for its electric models. According to Ford spokesperson Susannah Evans, the Mustang Mach-E saw a 27% increase in sales to 51,745 units in 2024, while the F-150 Lightning experienced a 39% increase to 33,510 units. The E-Transit also saw a substantial 64% increase to 12,610 units.

The Mustang Mach-E, in particular, had a record-breaking fourth quarter with 16,119 units sold, solidifying its position as the second-best electric SUV in sales in the US, behind only the Tesla Model Y. Ford's total pure electric vehicle sales for 2024 reached 97,865 units, still trailing behind General Motors, which delivered 114,400 electric vehicles for the year.

The Power Promise initiative, launched in October, aims to provide customers with a seamless EV ownership experience. In addition to the complimentary home charger with "standard" installation, the program offers 24/7 customer support for charging-related questions and complimentary roadside assistance. According to Stacey Ferreira, Ford's Model e retail director, customers have reported high satisfaction with the program, which boasts an 11-day average timeframe from quote to install. Ferreira also noted that approximately 85% of the complimentary home charger installations were considered "standard installations," meaning no additional out-of-pocket costs were necessary.

The extension of the Power Promise initiative is a strategic move by Ford to continue driving EV adoption and building customer loyalty. As the company continues to invest in its electric vehicle lineup, promotions like this will play a crucial role in attracting new customers and setting Ford apart from its competitors in the increasingly crowded EV market.

With the extension of the Power Promise initiative, Ford is sending a clear signal that it is committed to making EV ownership more accessible and convenient for its customers. As the company looks to the future, it will be interesting to see how this promotion, combined with its growing electric vehicle lineup, will impact the broader EV market and Ford's position within it.