- First Name
- Dec 30, 2019
- Reaction score
- Colorado, USA
- First Name
- 2013 Ford Escape
That's an EA problem, not Ford. Just like people get mad at the gas stations (rather than Ford) when they perceive they're paying more for fuel than they feel like they should be, they'll get mad at EA rather than Ford. And appropriately so. EA uses a goofy pricing model.True but people are people and you'll see a lot of soapboxes come out when they don't get 150kW but are paying at 150kW rate.
I don't think Ford needs to be overly concerned with EA's pricing. The vast majority of Mach-e buyers will do the vast majority of their charging at home. I think that'll be even more true for Ford than it is for Tesla. Tesla has an inordinate share of the fanboy/BEV enthusiast market (as the earliest adopters). Those include a bigger share of owners that are willing to make bigger compromises to use their BEV no matter what, including usages that require a lot of retail L3 charging. I consider that more the niche wave of BEV adoption.
Now manufacturers like Ford are getting in on the 2nd wave, as it expands into more mainstream buyers/drivers (thanks to better batteries). And they won't be as similarly "green" motivated to make those kind of sacrifices. They'll be focusing more on practicality and convenience. That means buying BEVs mostly in situations where they DON'T need to mess with lengthy retail L3 charging very much (or at all). That means mostly buyers that can charge or home.
As such, I don't think Ford should be wasting a bunch of money or effort to do a lot toward subsidizing retail charging. Their main focus will be home-charging buyers.