Some people still need a little nudge to get them to buy an electric car. And some manufacturers are getting more creative about how they do it. For example, Ford UK has announced a new initiative titled the “Power Promise,” which aims to encourage the adoption of electric vehicles (EVs) by emphasising the financial benefits of switching from petrol-powered cars.
Lisa Brankin, the Chief of Ford UK, articulated that potential buyers of the newly launched electric version of the Puma could save up to £100 on monthly running costs compared to its petrol counterpart.
The announcement was made in an interview, where Brankin competed against concerns surrounding the EV market, stating, “I think there are two levels of switching. First of all, the rational argument. Payment. And actually if you look at the running costs of an electric Puma versus its comparative petrol Puma, with the Power Promise, you make a saving of almost £100 a month on running costs.” These savings are attributed to lower fuel and servicing costs associated with electric vehicles.
In addition to economic incentives, the Power Promise aims to address emotional apprehensions associated with EVs, such as charging logistics and battery longevity. Brankin noted that many drivers typically travel less than 30 miles daily, suggesting that charging at home will be sufficient for most customers. To support this, Ford is offering a home charger as part of the package, which can enable access to lower electricity tariffs during off-peak hours when used with Octopus Energy.
The package also includes a five-year service plan and roadside assistance, providing additional reassurance to prospective buyers. Brankin explained, “If you run out of charge, you’ll either be recovered back home or recovered to a charging point. Plus, you get an eight-year, 100,000-mile battery warranty.” This warranty aims to bolster consumer confidence by addressing concerns regarding battery life, comparing EV batteries to smartphones.
Encouraging readers to experience EVs firsthand, Brankin stated, “We know that when people make the switch, they don’t want to switch back. So I think it’s about giving people that confidence to take the first step and explore it.” Ford has arranged for test drives through their website, allowing potential customers to gain direct experience with electric vehicles rather than relying solely on hearsay.
Brankin also called for government support in the form of cash incentives to stimulate the EV market, particularly for private car users, a demographic she feels is currently underserved compared to fleet drivers who benefit from tax incentives. “The UK needs real incentives to help consumers switch to electric mobility. That’s the bit that’s missing,” she stated, emphasising the need for momentum in the EV market.
The Power Promise initiative from Ford UK not only seeks to provide significant financial savings for electric vehicle buyers but also addresses emotional barriers surrounding the transition to electric mobility. The combination of practical benefits, warranties, and encouragement to experience EVs directly represents Ford’s strategic approach to enhancing consumer confidence in electric vehicles.
With this major player launching a scheme like this, we can expect many other manufacturers to follow suit. It could be the start of a golden period for deal-hunters.
