GRAND RAPIDS, Mich. (WOOD) — With electric vehicle sales slower than expected, Ford is taking a new step to entice people who are on the fence about buying an EV.
If you buy or lease a new electric vehicle from Ford, the automaker is offering you a free charging device. It will also install it in your home for free.
Mike Wall is an auto analyst for S&P Global Mobility based out of West Michigan. For decades, he has been telling automakers and suppliers about the latest trends. He said electric vehicles have sold slower than expected, causing several automakers to push back production and scale back investments. They are even dropping prices.
“It still has been lethargic,” Wall said. “It’s been behind expectations for sure.”
Ford’s move is aimed to sway people who are unsure about electric vehicles. It is offering the free charger and installation to customers who buy or lease an EV starting Tuesday through the end of the year. The automaker will cover a Level 2 charger that’s worth about $1,300.
Wall explained that a Level 1 charger is essentially a plug into your household outlet, which makes for a long charge time.
“Level 2 is where you want to be for a home charger,” he said. “That’s going to get you higher charge speeds. You can charge overnight in many cases, and your car is going to be running in no time flat with a ‘full tank,’ if you will.”
Installing a charging system isn’t easy or cheap. Qmerit, a leading installation provider, puts the average cost between $800 and $2,500.
“That’s the challenge for consumers is, ‘Boy, do I need a new circuit box, what level amps?’ These are all questions that consumers have,” Wall said. “None of these are concerns when we go to fill up our gas tank.”
While other automakers offer similar incentives, Ford says it is the first to offer both free a charger and installation at purchase. Wall said he could see other automakers following suit — but he said it’s an open question whether it will convince people who are on the fence about EVs.
“I do think it helps … as Ford tries to convince consumers to come in, take a look at the product, remove some of those hurdles,” Wall said. “Is it going to lead to this onslaught of new EV sales? Probably not initially. But it’s also indicative (that) we’ve got a big mountain to climb in terms of charging infrastructure. It’s a good start for sure, but we’re going to have more work ahead of us.”