Ford has announced it's launching a new program aimed at boosting sales of electric vehicles (EVs). Currently the third best-selling auto-maker of EVs across the globe (behind Tesla and Hyundai), the ‘Ford Power Promise’ announced today hopes to assuage the concerns of potential customers through a range of benefits, including free home-charging installation and educating owners about the benefits of transitioning from traditional gas vehicles. Anyone who purchases or leases a new Ford EV will be eligible for the package from Tuesday.

The past year has seen sales of EV’s have not grown at the rate analysts originally expected, leaving some investors disappointed. With Tesla currently dominating the market, Ford is attempting to compete by addressing concerns that have proven to put off mass-market buyers. The industry has struggled to reassure consumers’‘ range anxiety’, fear that an EV might lose battery power out of range of a charging station. Ford’s hoping that its new program will tackle what it’s calling ‘change anxiety’ by directly addressing the challenges faced by the changes in infrastructure, guaranteeing a level 2 home charger, complimentary 24-hour advisor service, and roadside assistance for 5 years or 60,000 miles (whichever comes first). It’s also pushing awareness of its existing 8 year or 100,000 mile battery warranty, an industry standard Ford believes its customers are unaware of.

Marin Gjaja, chief operating officer at Ford, said that being able to fill up at 'home is really key’ as was ‘confidence in the durability and life of the battery.’ ‘We’re trying to get people off the fence’. However, they did not disclose how much the ‘Ford Power Promise’ is set to cost the company. Ford shares closed down today by 2.6% before the announcement. Despite trends, EVs remain challenging sales for traditional automakers. They remain less profitable than their petrol fuelled counterparts. Whether this program can successfully pull Ford ahead of Hyundai in the market place is still to be proven.

(Sources: cnbc.com)