Electric Vehicle Customers Save an Estimated $55 a Fill-Up, Thanks to Ford Power Promise
When Ford first introduced a program to install electric vehicle fast chargers at dealerships, I wasn't convinced. I thought, "Who's going to come to a dealership just to charge their car?”
I figured it was just something we had to do to sell electric vehicles, but I couldn’t figure out if it’d be worth the cost to install them.
Fast forward eight months after we installed two chargers (with four cords) at Village Ford in Dearborn, Michigan, that are part of the Ford BlueOval Charge Network. Turns out, there's a real hunger for fast charging, and it's been bringing a whole new wave of customers to my dealership. I'm seeing folks driving so many competitor vehicles, all stopping by to juice up their car batteries.
And while they're here, guess what? They're browsing the lot, checking out our latest Ford models. It's fantastic exposure.
Most who are charging have newer vehicles, meaning they likely aren’t currently looking for another electric model (though data does show most who own an electric also have a gas or hybrid in their household, which is why we’ve got a Robin’s Egg Blue Bronco right next to our chargers).
But for many of the drivers who stop by for a quick charge, offering a clean restroom — during working hours — and a bite to eat is the extent of our relationship.
We've got a fantastic bagel cafe called Brazen Bagels right inside our service area. They make bagels from scratch, along with delicious sandwiches and soups. It's a great spot for these electric vehicle drivers to grab a quick bite from a local business while they wait for a charge.
I’ve never thought of my dealership lot as anything other than a place to show off the newest cars, but since we’ve installed these chargers, I’ve started to change my mind.
Especially after experiencing the financial return.
These chargers are performing way beyond my expectations. After covering the electricity costs and other expenses, the chargers could pay for themselves in just five or six years.
Before they were installed, I honestly thought we’d never recoup our initial investment.
As an electric vehicle driver myself — I own a Mustang Mach-E — I know that most charging is done at home1. But I also know it’s important to offer electric vehicle customers, whether they drive a Ford or another brand, a variety of charging options so they feel confident in a newer technology. (And our chargers are even accessible 24 hours a day, seven days a week.)
For any Ford dealers in a city or high-traffic area who are on the fence about installing electric vehicle chargers, let me give you my two cents: Do it.
Jim Seavitt is owner of Village Ford in Dearborn, Michigan.
185% of charging in happens at home in the U.S., according to an IPSOS study.
