Ford strives to increase EV sales and alleviate owner concerns through the introduction of a new benefits program.

• Ford plans to increase sales of electric vehicles by addressing customer concerns through a new program that offers free home-charging installation and additional benefits.
• Customers who purchase or lease a new Ford EV, including the F-150 Lightning pickup truck or Mustang Mach-E crossover, can participate in the "Ford Power Promise" program starting Tuesday.
• Through the first half of the year, Ford ranked third in EV sales, surpassed only by Tesla and Hyundai Motor, which includes its Genesis luxury brand and Kia sibling.

Detroit is striving to increase sales of its electric vehicles by addressing potential customer concerns through a new program that offers free home-charging installation and other advantages.

The "Ford Power Promise" program commences on Tuesday for customers who buy or lease a new Ford EV, including the F-150 Lightning pickup truck and Mustang Mach-E crossover. The initiative aims to alleviate the financial pressures of EV ownership, such as the requirement for a home charger. Additionally, the program aims to inform new EV owners about the shift from conventional gas vehicles.

"According to Marin Gjaja, chief operating officer for Ford's Model e EV business, the best way to grow the business is by serving customers well. He stated this to CNBC. Gjaja emphasized that while filling up at home is important, so is the confidence in the durability and life of the battery."

Despite early expectations, EV sales growth has slowed down, causing automakers to struggle with expanding sales to the mass market. Early adopters have shifted to other vehicles, but costs, charging infrastructure, and other obstacles have hindered the expansion of EV sales.

Ford's program aims to tackle the issue of "change anxiety," a term coined by the company to describe the fear of an electric vehicle losing battery power between charging stations.

"Gjaja stated, "We believe this will be beneficial for our customers, and we also think it will educate shoppers and intenders through its setup." The goal is to persuade people to take action."

The program will provide a $1,310 level-two home charger, 24-hour advisor service, and roadside assistance for five years or 60,000 miles, whichever comes first.

If customers do not require a home charger or choose not to participate in the program, they will receive a $2,000 cash equivalent for the purchase or lease of the vehicle. Additionally, Ford EV owners will have access to the advisor and roadside assistance services.

Gjaja stated that the company could potentially extend the time frame for the free EV charger installation offer, which is currently only valid for the fourth quarter.

Ford announced that it will increase its marketing efforts for its existing 8-year or 100,000-mile battery warranty, which is an industry standard that many consumers were unaware of with its EVs.

Gjaja stated, "We want to ensure that people understand we'll support them with the battery, and the battery can be serviced."

Ford's EV warranty covers the high voltage system in addition to the battery for three years or 36,000 miles, whichever comes first. Other components are also covered.

The new "Ford Power Promise" program may have an undisclosed expense.

Through the first half of the year, Ford ranked third in EV sales, surpassed only by Tesla and the combined sales of General Motors' Genesis luxury brand and Kia.

For legacy automakers like Ford, the equation of selling EVs is still complex. Although EVs are less profitable than gas-powered models, they aid in meeting stricter federal fuel economy standards and represent a growth opportunity for companies.