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 $2,000 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. 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.
Update 9/30 2:53PM ET: The headline has been updated to reflect that the offer is available for all new EV purchases and leases in the US.
