Power Promise: 200+ employees. 3 months. 1 industry-leading customer advantage

Creating the Ford Power Promise would have been a challenge on any schedule. The promise—to address buyer range anxiety by making home charging easy and accessible to all customers—was a pioneering step. 

To do it in just three months, Ford teams, including Marketing, Legal, and Dealer Training, had to work fast and at scale. But they found a way to deliver for customers through actioning excellence, focus, and collaboration.

Ford Power Promise, which offers customers a complimentary charger and standard installation when they purchase a Ford electric vehicle, has become a huge success since launching in the United States in October of 2024. The special offer is now available in Canada and was recently extended to the UK. 

EXCELLENCE

The team turned customer concerns about charging into a selling point by offering unprecedented electric vehicle support. 

“Just given the fact that we had ‘Promise’ in the overall campaign and program, it also touched on excellence,” says Ryan Payne, director of Ford Marketing for Electric Vehicles. “We needed to own it and we needed to deliver it.”

FOCUS

“We constantly came back to not what’s easy to do, but what is the right thing to do,” says Stacey Ferreira, director of Retail Sales Execution and Innovation for the Model e.

That’s what set the direction for the entire project: listening to concerns and needs from buyers, owners, and dealers across the country, and focusing on the solution that would serve them best.

COLLABORATION

Over 200 people across multiple Ford teams worked on the Ford Power Promise — so finding the best ways to work together was key.

“One of the big parts of the Ford OS behaviors is collaboration,” says Ferreira, “making sure that everyone was on the same page every step of the way through the program.” 

“If we have that common goal,” says Ken Williams, director of Charging and Energy Services CX, Model e, “we can do anything at Ford Motor Company.”

PROMISE KEPT

When the team introduced the program at the national dealer meeting, they still needed to sell 1,800 vehicles to meet their goal. That number was met as Ford notched record year-over-year electric vehicle sales in 2024 — proof of the power of the Ford OS behaviors in action.