Ford has launched a new incentive for Irish customers considering the switch to electric vehicles (EVs) and plug-in hybrids (PHEVs), aiming to remove some of the most common obstacles to EV ownership. Called the 'Ford Power Promise,' the initiative includes a free home charger, free servicing, free rescue and a strong warranty. It is available immediately across Ford's electric and plug-in hybrid passenger range.
Can you go into a little more detail?
For buyers in Ireland who purchase a new electric or plug-in hybrid Ford, the company will arrange the installation of a home charger at no extra cost beyond a token €10 payment. The EV charger, provided by ChargeGuru, normally carries a retail value of €1,299.
To qualify for the offer, buyers must also apply in advance for the SEAI Home Charger Grant, which contributes €300 towards the cost of the installation, though the small print clearly states that only “standard installations” are covered. Anything unusual will likely have to be paid for by the customer.
Beyond the charger, the package includes an eight-year or 160,000-kilometre warranty on high-voltage components such as the battery and motor(s), as well as a five-year service plan that covers two scheduled services.
Ford is also including five years of roadside assistance, which will provide recovery support even if the vehicle runs out of charge due to the owner's own behaviour. In a bid to prevent that, the FordPass app manages access to some 750 existing public charging locations in Ireland via the 'Ford BlueOval Charge Network'.
Any sound bites from Ford management?
Lisa Brankin, Ford UK Chair and Managing Director of Ford of Britain and Ireland said: “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. 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.”
Why has Ford introduced this offer now?
Ford says the new programme is a direct response to customer feedback. A recent survey of 5,000 drivers across Europe, commissioned by the company, revealed that 25 per cent of respondents find the switch to electric vehicles too complex.
A sizeable proportion expressed difficulty in arranging home charging, and concerns about battery life and charging time remain widespread. The Power Promise, Ford says, is designed to eliminate those concerns by offering a comprehensive support package that begins at the point of sale.
Which Fords are eligible for the offer?
The offer applies to Ford's full electric and plug-in hybrid line-up for private customers and “selected fleet buyers”. That includes the Explorer, the Puma Gen-E, the Mustang Mach-E and the Capri. It also covers the E-Tourneo Custom, the E-Transit and plug-in versions of the Transit Custom, Transit Connect and, when it arrives later this year, the Ranger PHEV. Saying that, eligible vehicles must be ordered before 30 June 2025 to avail of the offer, so buyers don't have long. We suspect the offer will be extended and this date is intended to light a fire under would-be EV buyers ahead of the "252" registration period.
What if customers don't want a charger?
For Ford buyers who would prefer not to install a home charger for whatever reason, Ford is offering a cash alternative of €500.
What next?
Interested buyers are encouraged to speak to their local Ford dealer, who will initiate the request and guide them through the process. Once the order is placed, ChargeGuru will contact the customer to discuss charger options and arrange installation, which is claimed to typically takes place within two to four weeks.