Launched in October, 2023
The Ford Power Promise was a brand initiative designed to boost consumer confidence in electric vehicles (EVs) and simplify the EV ownership experience, particularly for retail customers purchasing or leasing new Ford F-150 Lightning, Mustang Mach-E, or E-Transit Cargo Van models.
The program focuses on addressing common concerns associated with EV adoption, such as charging infrastructure, support, and battery longevity. Key components of the Ford Power Promise include:
Complimentary Home Charging Solution: Eligible customers receive a free home charger (such as the Ford Charge Station Pro) and standard installation at their residence. This aims to remove a significant barrier to EV adoption, as most EV owners prefer to charge at home.
24/7 Live Support: Ford provides round-the-clock live support for EV owners, including proactive charging assistance and guidance.
On-the-Road Charging: Owners gain access to the BlueOval Charge Network, which includes a vast number of public charging stations across North America, now integrating select Tesla Superchargers. Navigation systems and the FordPass App help drivers locate and pay for charging.
Battery Confidence: Ford backs its EV batteries with an 8-year/100,000-mile high-voltage battery warranty, providing assurance regarding battery reliability and longevity.
Proactive Roadside Assistance: This service includes towing an EV to the nearest charging station or Ford dealer if it runs out of charge, within certain mileage limits.
Easy Service Solutions: Customers can access in-person advice at Ford's dealer network, with some dealerships offering complimentary mobile service or pickup and delivery for maintenance. For those without home installation access, Ford has offered a 2,0002,000 credit towards other charging solutions.
The Ford Power Promise is a strategic effort to make EV ownership more accessible, convenient, and stress-free, thereby accelerating the transition to electric vehicles.
Research + facts on this project can be found here
As Sr. Designer on the Model e team, I contributed graphics, custom icons, website layout, and components. I worked collaboratively with our internal marketing team as well as our partner agency when handing over graphics for authoring.
Results: The Ford Power Promise campaign has demonstrated significant success in boosting Ford's electric vehicle (EV) sales and enhancing the EV ownership experience. Due to its positive impact, the program has been extended multiple times and is currently slated to run through September 30, 2025.
Increased EV Sales (Q4 2024): The program contributed to a record fourth quarter for Ford's EV sales in 2024, with 30,760 EVs sold, marking the highest volume in any single quarter for the company.
Mustang Mach-E sales increased by 27% in Q4 2024.
F-150 Lightning sales saw a 39% rise in Q4 2024.
E-Transit sales were up by 64% in Q4 2024.
For the first time ever, the Mustang Mach-E outsold its combustion counterpart in a calendar year in 2024.
The F-150 Lightning sold approximately 1,000 more units than Tesla's Cybertruck in Q4 2024.
Home Charger Installations:
Over 12,000 customers have received complimentary home chargers and standard installation across all 50 states within the first ten months of the program (as of August 2025).
As of July 2025, more than 10,000 charging stations had been installed in customers' homes.
A high percentage, 85%, of complimentary charger installations were fully covered by Ford, incurring no extra cost for the customer.
The average time from receiving a quote to completing the home charger installation is 11 days.
The installation process boasts a customer satisfaction score of 96%.
Ford's internal data indicates that customers utilizing the complimentary home charger and installation charge at home nearly 90% of the time in several states, including Hawaii, Wyoming, South Dakota, and Nebraska.
Customers in states with developing charging infrastructure, such as Arkansas, Louisiana, Tennessee, and West Virginia, are opting for the complimentary home charger and installation at significantly higher rates than the alternative 500 cash rebate, highlighting the perceived value of convenient home charging.
Program Popularity and Extension: The program's effectiveness in encouraging EV adoption and customer satisfaction has led Ford to extend it multiple times beyond its initial end date, demonstrating its success and ongoing value to the company.