FORD’S new “Power Promise”; could save electric car buyers £100 a month versus a petrol car, says its chief Lisa Brankin.
The new battery-powered version of the mega-selling Puma has the same monthlies as the petrol car.
So no difference there.
But cheaper running costs and servicing will put EV buyers miles ahead thanks to punchy package of free benefits listed right.
Brankin told me: “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 Puma, with the Power Promise, you make a saving of almost £100 a month on running costs.
“You do that through fuel savings and you also do it through servicing. It’ll cost you less money. So you’ve got a big rational tick.
“Then if you think about the emotional things people are concerned about.
“Where am I going to charge? Will my battery last? What happens if I break down or I can’t get charged?
“The Power Promise helps reassure people over those issues.
“We know that most people, most days, drive relatively short mileage. Less than 30 miles a day.
“They don’t really need extended range or public charging. Charging at home is the solution that works for you – and we’re giving you a home charger.
“Also that home charger gives you access, if you’ve got , to low-tariff overnight charging that helps you get that lower cost of ownership.
“The Power Promise also includes a five-year service plan and roadside assistance.
“So 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. People are a bit concerned that car batteries are like your phone battery. We stand behind that warranty.
“So we’ve kind of built a little package of reassurance. We’ve answered the rational argument and we’re answering the emotional arguments with the Power Promise.”;
Brankin urged Sun readers to try an EV – even if they’re not ready to buy one.
She said: “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 make the first step and explore it.
“One of the things I would really encourage Sun readers to do, even if they don’t intend to buy an electric vehicle right now, is to go and drive one. It doesn’t cost you anything. It’s not a problem.
“We have a test-drive scheduler on our website, you can go in and book a slot. Rather than listening to what you hear in the pub, or what people tell you, go and experience it yourself.”;
Brankin repeated calls for government cash incentives to kickstart the stuttering private car market – that’s normal people like you and me. Not company car drivers.
She said: “The UK needs real incentives to help consumers switch to electric mobility. That’s the bit that’s missing.
“We need something to gain momentum in the market. Which is why we’ve been asking for retail incentivisation.
“More than 50 per cent of fleet market sales, excluding Motability, are electric vehicles and that’s because those drivers have a really beneficial Benefit in Kind rate.
“So we can see where there is a financial benefit for people to switch, they do – and they don’t switch back.
“It’s not about EVs being incentivised always. It’s just about getting some momentum in the market. Once you get momentum, I think it will take off.”;
She added: “The Government’s response to the substantial ZEV mandate consultation is a small step in the right direction, but it is not the giant leap required to address the especially challenging electric vehicle market conditions.”;
- Read our Puma Gen-E verdict in next week’s column.
