The Mustang Mach-E on display at the New York International Auto Show on March 28, 2024.<\/p>\n
Danielle DeVries | CNBC<\/p>\n<\/div>\n<\/div>\n<\/div>\n
DETROIT \u2014 Ford Motor<\/a><\/span><\/span><\/span> is aiming to boost sales of its electric vehicles by addressing potential customer concerns through a new program that includes free home-charging installation and other benefits.<\/p>\n The “Ford Power Promise” program begins Tuesday for customers who purchase or lease a new Ford EV such as the F-150 Lightning<\/a> pickup truck or Mustang Mach-E<\/a> crossover. Part of the goal is to relieve financial burdens of EV ownership such as the need for a home charger. The program also seeks to educate new EV owners about the transition from traditional gas vehicles.<\/p>\n “Absolutely, we’re trying to grow our business but the best way we can grow our business is to serve our customers well,” Marin Gjaja, chief operating officer for Ford’s Model e<\/a> EV business, told CNBC. “Filling up at home is really key, but so is confidence in the durability and life of the battery.”<\/p>\n The program launches as EV sales grow at a slower rate than many previously expected. Early adopters fled to the vehicles, but automakers have experienced problems expanding sales to mass market buyers due to costs, charging infrastructure and other hurdles.<\/a><\/p>\n Ford’s program aims to address many of those concerns, Gjaja said. It was conceived to address what Ford is calling “change anxiety,” a play on the common industry concept of “range anxiety,” which refers to the fear of an electric vehicle losing battery power between charging stations.<\/p>\n<\/div>\n “This is something we think is great for our customer, but we also think the way it’s set up, it’ll provide education for shoppers and intenders as well,” Gjaja said. “We’re trying to get people off the fence.”<\/p>\n