Latest news with #PowerPromise
Irish Times
28-05-2025
- Automotive
- Irish Times
Ford hopes to lure new EV buyers with cost-saving incentives
Ford is hoping to overcome some of the biggest barriers to buying electric cars with a new incentive programme offering a free home charging wall box with installation, an eight-year/160,000-kilometre battery warranty, a free five-year service plan and courtesy rescue towing if drivers run out of charge. The car giant surveyed 5,000 drivers across Europe and found concerns over charging and battery life were deterring motorists from purchasing EVs. Ford's Power Promise aims to ease those concerns for buyers of its 252-registered EVs and plug-in hybrid (PHEV) models. According to Ford's Managing Director for Britain and Ireland Lisa Brankin: 'Switching into an electric vehicle for the first time can be a daunting prospect for some drivers, so Ford has decided to simplify and de-stress the entire ownership experience by launching a one-of-a-kind promise to new electric car buyers.' Pointing to some of the features in Ford's new package, Brankin says: 'We've got five years' free servicing of the EV, but along with that comes roadside assistance, and if you happen to run out of charge on the road, you'll be recovered to the nearest charging point to your home.' READ MORE She says a lot of potential EV buyers are concerned about charging, about what happens if they break down and about the life of the battery pack. 'Hopefully, this new package will take away that element of concern.' Alongside the savings in servicing costs and peace of mind from the battery warranty, Brankin points to significant savings in everyday running costs that can be made through home charging. On discounted night rates, Ford estimates its new Puma Gen-E will cost approximately €12.26 to fully charge. Brankin accepts that even with the offer, it doesn't solve the challenges faced by some, such as urban owners who don't have access to off-street parking and home charging. These issues limit EV adoption, and for this to be rectified, she says it requires local authority planning and infrastructure alignment. She points to Norway, where the target of mass EV adoption was set, and all other relevant policies had to align with this goal. 'Any country that wants EV adoption really has to have that kind of joined-up strategy,' she says. 'So, you don't build a new property without a charger, and you don't create office space without chargers. Every bit of what they've done has been joined together. So any country that wants to emulate that switch to electrification has to do the same.' Ford has significantly increased its sales of fully-electric new cars in Ireland this year, with 370 registrations to date Ford has significantly increased its sales of fully-electric new cars in Ireland this year, with 370 registrations to date, up from just 15 for the same period last year. However, it's still outpaced by rivals, ranking just 12th in the new EV market in Ireland, well behind Volkswagen with its 1,800 new EVs sold so far this year. In the overall new car market, Ford sits in 11th place, quite some way from the top five position it held for most of the previous decades. In its place in the top tier have come brands like Hyundai and Kia. This is in stark contrast to its dominance of the commercial vehicle market, where it has held top spot over the last decade. In many ways, commercial vehicles have been the saviour for Ford in Europe, while its corporate structure underwent a major restructuring, including job cuts at its Irish operation in Cork. This coincided with a major overhaul of its passenger car line-up. Out went household names like the Fiesta, Mondeo and, from later this year, the Focus. In their place comes a smaller fleet of mostly electric crossovers. 'We've made no secret of the fact that commercial vehicles are the foundation of our business across Europe and that's what our that's what our focus is across the whole of Europe. And then we need a sustainable passenger vehicle business that's that sits alongside that. 'You can't have a bit that makes money, and a bit that loses money - that doesn't make sense. We need to have both sides of the business that are sustainable.' Sustainable profitability is Brankin's mantra for the Ford brand, but she hopes to see sales volumes improve across both commercial and passenger markets over the next four years. 'I'd like to see us still be the commercial vehicle leader, and I'd like us to be comfortably in the top five of the EV market; hopefully by then we'll have a really good strategy in Ireland around the transition to EVs.' Ford's transition to a successful electric future hit a bump with the recall earlier this year when some owners of Kuga plug-in hybrids (PHEVs) were told not to plug them in as a battery defect could cause them to catch fire. Ford has now issued a software update that will act as an early warning system on the potentially affected cars. Would it not make sense to recall these cars and replace the battery packs? 'The rework has gone live, so customers should be contacted and asked to book in their vehicles to have their rework completed. The instance of any failure is extremely small,' says Brankin. 'The actual incidences across Europe and globally are incredibly small, so the warning system will give adequate notice, but we think that the failure rate is expected to be extremely small.' Looking to software to save the day is also a feature of Ford's future plan, as it aspires to be as much a tech company as a car maker. Brankin says they've made significant inroads towards a software-as-a-service provider for commercial fleets. 'I think we've had some success with selling software to businesses and fleets, but that's very much driven by the businesses and how they are structured. We're seeing how we can be more proactive in interventions with vehicles to keep them in the best condition.' For now, though, the focus is on reassuring its potential car buyers that making the leap to electric is less of a gamble than they might suspect.
BreakingNews.ie
28-05-2025
- Automotive
- BreakingNews.ie
Ford hopes to lure new EV buyers with cost-saving incentives
Ford is hoping to overcome some of the biggest barriers to buying electric cars with a new incentive programme offering a free home charging wall box with installation, an eight-year/160,000-kilometre battery warranty, a free five-year service plan and courtesy rescue towing if drivers run out of charge. The car giant surveyed 5,000 drivers across Europe and found concerns over charging and battery life were deterring motorists from purchasing EVs. Ford's Power Promise aims to ease those concerns for buyers of its 252-registered EVs and plug-in hybrid (PHEV) models. Advertisement According to Ford's Managing Director for Britain and Ireland Lisa Brankin: 'Switching into an electric vehicle for the first time can be a daunting prospect for some drivers, so Ford has decided to simplify and de-stress the entire ownership experience by launching a one-of-a-kind promise to new electric car buyers.' Pointing to some of the features in Ford's new package, Brankin says: 'We've got five years' free servicing of the EV, but along with that comes roadside assistance, and if you happen to run out of charge on the road, you'll be recovered to the nearest charging point to your home.' She says a lot of potential EV buyers are concerned about charging, about what happens if they break down and about the life of the battery pack. 'Hopefully, this new package will take away that element of concern.' Alongside the savings in servicing costs and peace of mind from the battery warranty, Brankin points to significant savings in everyday running costs that can be made through home charging. On discounted night rates, Ford estimates its new Puma Gen-E will cost approximately €12.26 to fully charge. Advertisement Brankin accepts that even with the offer, it doesn't solve the challenges faced by some, such as urban owners who don't have access to off-street parking and home charging. These issues limit EV adoption, and for this to be rectified, she says it requires local authority planning and infrastructure alignment. She points to Norway, where the target of mass EV adoption was set, and all other relevant policies had to align with this goal. 'Any country that wants EV adoption really has to have that kind of joined-up strategy,' she says. 'So, you don't build a new property without a charger, and you don't create office space without chargers. Every bit of what they've done has been joined together. So any country that wants to emulate that switch to electrification has to do the same.' Ford has significantly increased its sales of fully-electric new cars in Ireland this year, with 370 registrations to date, up from just 15 for the same period last year. However, it's still outpaced by rivals, ranking just 12th in the new EV market in Ireland, well behind Volkswagen with its 1,800 new EVs sold so far this year. Advertisement In the overall new car market, Ford sits in 11th place, quite some way from the top five position it held for most of the previous decades. In its place in the top tier have come brands like Hyundai and Kia. This is in stark contrast to its dominance of the commercial vehicle market, where it has held top spot over the last decade. In many ways, commercial vehicles have been the saviour for Ford in Europe, while its corporate structure underwent a major restructuring, including job cuts at its Irish operation in Cork. This coincided with a major overhaul of its passenger car line-up. Out went household names like the Fiesta, Mondeo and, from later this year, the Focus. In their place comes a smaller fleet of mostly electric crossovers. Advertisement 'We've made no secret of the fact that commercial vehicles are the foundation of our business across Europe and that's what our that's what our focus is across the whole of Europe. And then we need a sustainable passenger vehicle business that's that sits alongside that. 'You can't have a bit that makes money, and a bit that loses money - that doesn't make sense. We need to have both sides of the business that are sustainable.' Sustainable profitability is Brankin's mantra for the Ford brand, but she hopes to see sales volumes improve across both commercial and passenger markets over the next four years. 'I'd like to see us still be the commercial vehicle leader, and I'd like us to be comfortably in the top five of the EV market; hopefully by then we'll have a really good strategy in Ireland around the transition to EVs.' Ford's transition to a successful electric future hit a bump with the recall earlier this year when some owners of Kuga plug-in hybrids (PHEVs) were told not to plug them in as a battery defect could cause them to catch fire. Advertisement Ford has now issued a software update that will act as an early warning system on the potentially affected cars. Would it not make sense to recall these cars and replace the battery packs? 'The rework has gone live, so customers should be contacted and asked to book in their vehicles to have their rework completed. The instance of any failure is extremely small,' says Brankin. Lifestyle Leapmotor joins the Chinese ranks in Ireland in Se... Read More 'The actual incidences across Europe and globally are incredibly small, so the warning system will give adequate notice, but we think that the failure rate is expected to be extremely small.' Looking to software to save the day is also a feature of Ford's future plan, as it aspires to be as much a tech company as a car maker. Brankin says they've made significant inroads towards a software-as-a-service provider for commercial fleets. 'I think we've had some success with selling software to businesses and fleets, but that's very much driven by the businesses and how they are structured. We're seeing how we can be more proactive in interventions with vehicles to keep them in the best condition.' For now, though, the focus is on reassuring its potential car buyers that making the leap to electric is less of a gamble than they might suspect.
Yahoo
11-04-2025
- Automotive
- Yahoo
Ford launches EV incentives to win over buyers with new Puma
Ford UK believes the launch of the new Puma Electric can prompt buyers of its existing vehicles to make the switch to electric, and is launching a new range of incentives to help buyers do so. The manufacturer has launched a new Power Promise, giving every buyer of one of its EVs a free home charger with home energy credit from Octopus Energy to cover up to 10,000 miles. That adds to a free five-year service plan including EV towing, and an eight-year, 100,000-mile warranty for the battery and high-voltage components. Ford currently offers the Mustang Mach-E, Explorer and Capri EVs, which are all bespoke electric cars. But the arrival of an EV version of the smaller Puma – Britain's best-selling vehicle – is key for the brand's ambition to grow its EV sales. Catherine Blee, Ford UK's passenger vehicles sales boss, said: 'The Puma has been the best-selling vehicle in the UK for several years, and we have customers who really love that car that have been waiting for an electrified version. There are also some of our Fiesta customers who have been waiting for this vehicle. 'Our dealers are really excited: they think this is the game-changer for them in terms of EVs. For some buyers the upfront cost [of going electric] can be a deterrent, but when you can charge at home the total cost of ownership story is really compelling. So with this new scheme we think we can tap into a group of customers by providing a real benefit.' The Power Promise is similar to schemes offered by other manufacturers, and Blee said it was developed based on both customer feedback and a survey that showed 25% of people were put off by the complexity of switching to an EV. 'From a customer perspective, having a really compelling offer will help overcome some of those perceived barriers to entry, such as the cost of a wallbox and how to get it installed,' she said. 'There are so many anxieties and concerns driven by the myths that are out there, so we want to help people thinking about making the move, and hopefully win over some doubters.' Blee said that the new initiative would run in conjunction with recent efforts to work with dealers to better explain concepts of the total cost of EV ownership. 'We know that the next wave of EV customers, the early majority that come after early adopters, are really data-driven individuals, so we can persuade them with a total cost of ownership story,' said Blee. 'We're talking to dealers to give them the tools to explain that to customers. We're also working on dialling up test drive opportunities, because we know once people get in a test drive of an EV they're really surprised by how well It drives and how easy it is to switch. 'We've gone from having just the Mustang Mach-E to having four EVs in dealerships, so we've done a lot of work. We've been able to make sure we have the right training in place to support dealers with the knowledge that they need, which helps them assist customers in making the right decisions.' While the deal is largely focused around the free charger, people who don't want one – or can't have one installed – will instead receive £500 in credit. The firm is also ramping up efforts to promote its virtual Blue Oval Charging Network, which gives access to around 33,000 public chargers through Ford's app. ]]>
The Independent
10-04-2025
- Automotive
- The Independent
Free chargers, free charging and free servicing for Ford EV buyers
Ford is hoping to boost sales of its electric car line-up to private buyers by offering a load of freebies aimed at taking the stress out of EV buying and owning. According to a survey of potential EV owners across Europe, Ford says that 25 per cent of people are put-off by uncertainty and complexity with EV ownership. Reacting to that, Ford has put together a package of incentives that are available to buyers of its range of all- electric cars: the new Ford Puma Gen-E, Ford Explorer, Ford Capri, Ford Mustang Mach-E, E-Tourneo Custom 7 and E-Tourneo Courier. Under the banner of Ford's Power Promise, the package includes a free home charge point including standard installation, up to 10,000 miles-worth of 'Home Energy Bonus', which is free energy to power owners' Ford EV, a five-year service package, five years of roadside recovery and the standard eight-year 100,000-mile coverage for the battery system. The Home Energy Bonus comes courtesy of Ford's relationship with energy giant Octopus Energy, giving Ford Power Promise access to the 'Intelligent Octopus Go' smart energy tariff. That means owners can charge their electric Ford for just 7p/kWh overnight, meaning a full charge for a new Puma Gen-E with a range of 233 miles could cost as little as £3.23. Covering 233 miles in a petrol Puma would cost £29 with unleaded currently averaging around £6.52 a gallon. Customers who don't need a home charger and don't want to take advantage of the Home Energy Bonus can get a £500 cash bonus from Ford instead. Despite the eight-year warranty cover on the battery – a standard figure for all electric cars – Ford still only offers a three-year warranty on all its cars. However, Ford buyers getting a commercial vehicle through Ford Pro benefit from a five-year warranty. Ford UK's chair and managing director, Lisa Brankin, said 'switching into an electric vehicle for the first time can be a daunting prospect for some drivers, so Ford have decided to simplify and de-stress the entire ownership experience by launching a one-of-a-kind promise to new electric car buyers. This commitment from Ford aims to entice new buyers into the exciting world of electric vehicles and stimulate additional demand for our freshest-ever lineup of electric passenger cars.'
