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If you’re thinking about buying an electric vehicle, you’re not alone. More Canadians than ever are considering the switch – but for many, the technology is still new, and the questions are plenty. How do you charge it? What’s involved in setting up home charging, and how much does it cost? How do you navigate the ins and outs of charging on the road?
These are among the most common concerns for potential electric vehicle buyers. According to an EY Mobility Consumer Index report from last year, 57 per cent of Canadian respondents cited the cost of installing home charging units as a concern that would prevent them from buying an electric vehicle. Another 42 per cent identified the potential for long wait times at public chargers.
Ford Canada is hearing these calls – and answering them – with the Ford Power Promise, a comprehensive electric vehicle charging program.
The newly launched retail promotion, valid until March 31, 2025, includes a free home charger and standard installation with the purchase or lease of an eligible Ford F-150 Lightning – an all-electric pickup truck in the F-Series lineup, Canada’s best-selling pickup trucks for 59 consecutive years; or a Mustang Mach-E – an SUV that combines the advantages of electric mobility with the rebellious spirit of the iconic muscle car, or an E-Transit, now available with enhanced range.
Installation of the home charger is done by RocketEV Charging Solutions, a Canadian company with a national network of dedicated experts. In Quebec, residents who purchase or lease an eligible new Ford electric vehicle are eligible to purchase a Ford home charger and standard installation bundle for $2,450 plus tax (estimated retail value of $3,600) and receive a special finance offer.
For on-the-road charging, Ford all-electric vehicle customers have access to the BlueOval Charge Network (BOCN), the largest integrated public charging network in North America, including access to 17,800 Tesla Superchargers. The BOCN automatically searches for chargers across various networks and adds charging stops to your route via the Connected Navigation in the vehicle. With Plug and Pay, payment is handled easily through the FordPass app.
“Since launching the Ford Mustang Mach-E and F-150 Lightning, we continually listen to our customers and use their feedback to improve our products – even vehicles currently on the road through over-the-air updates,” says Paul Roy, general manager Model e and integrated services, at Ford of Canada.
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“At Ford we have you covered, by making home charging easy with our nationwide installation partner, 24/7 access to live support, on-the-road charging with the BlueOval Network that is continually growing, and battery confidence with an eight-year/160,000-kilometre high-voltage battery limited warranty.”
As Canadians gain more confidence in charging, thanks to companies like Ford, they’re also becoming more assured in electric vehicle technology itself. The evolution of electric vehicles, including improvements in range, power and ease of use, has helped shift public perception.
Jason Clifton, a partner in advisory services at EY Canada who tracks the electric car market, notes that while the public’s understanding of electric vehicles often lags technical advancements in these cars, that gap is closing quickly. He observes the electric vehicle market is shifting from an “early adopter” phase to an “early majority” phase, where more Canadians are feeling confident about purchasing one. “This is going to become more mainstream than anyone expected,” Clifton says.
The growing variety of electric vehicle models is also helping drive this change. In recent years, Canadians have increasingly opted for larger vehicles like pickup trucks, SUVs and crossovers. Clifton points out that the expanding range of electric models is driving interest as buyers are no longer limited to smaller cars.
With the F-150 Lightning and Mustang Mach-E, Ford has electrified its icons, and these are prime examples of this shift. The F-150 Lightning delivers the performance and power drivers expect from a Ford truck, with the added benefits of electric mobility. The Mustang Mach-E delivers the true Mustang spirit and offers customers an SUV experience that combines cutting-edge technology with sought-after features like a spacious interior, roomy seating for five and loads of cargo space. Both vehicles offer Canadians the power and practicality that are making the transition to electric an increasingly appealing option.
The rising allure of electric vehicles is particularly noticeable when drivers get behind the wheel for the first time. According to Cara Clairman, chief executive officer of Plug’n Drive, a Toronto-based non-profit that educates car buyers about EVs, the surprise and delight on people’s faces is evident. It’s not just the quiet ride they notice, she says. It’s also the impressive technology, power and easy handling capabilities of today’s electric vehicles.
“These are fun cars to drive. They have great pick-up and they’re super high-tech,” Clairman says. “We’ve had people do test drives with us, then say they’re going straight to a dealer to buy an EV.”
And if they head to a Ford dealer before the end of March, that electric vehicle purchase will come with easy access to home charging solutions.
As more Canadians choose electric vehicles, Roy says, “Ford is committed to helping our electric vehicle customers feel confident in charging, whether that’s at home or on the road.”
Advertising feature produced by Globe Content Studio with Ford Canada. The Globe’s editorial department was not involved.
