1 week Ago By Jack Mortimer
Ford has announced a new incentive scheme to encourage more motorists to make the switch to an electric car after the DVLA axed the long-running tax exemption on all EVs. Whilst March 2025 was a record month for electric car sales , with 69,313 sold in 31 days, the market share of the zero-emission models was still 9% below the Government's ambitious targets . Catherine Blee, boss of Passenger Vehicle Sales for Ford UK , noted that incentives are still necessary to help make electric models more affordable and straightforward to use.
She said: "From a customer perspective, having a really compelling offer will help overcome some of those perceived barriers to entry, such as the cost of a wallbox and how to get it installed. There are so many anxieties and concerns driven by the myths that are out there, so we want to help people thinking about making the move, and hopefully win over some doubters." To help increase interest in the company's range of electric cars, Ford has introduced the 'Power Promise', which gives buyers a number of incentives and free accessories.
This includes a free home charging point, along with 10,000 miles worth of home energy credit from Octopus Energy in order to keep running costs low. The Power Promise also includes a complimentary five-year service plan and an eight-year, 100,000-mile warranty for high-voltage components, such as the battery. The incentives have been launched alongside the arrival of the Ford Puma Gen-E, the all-electric version of their best-selling crossover that Catherine noted many customers have been waiting for.
She added: "The Puma has been the best-selling vehicle in the UK for several years, and we have customers who really love that car that have been waiting for an electrified version. There are also some of our Fiesta customers who have been waiting for this vehicle. "Our dealers are really excited: they think this is the game-changer for them in terms of EVs.
For some buyers, the upfront cost [of an EV] can be a deterrent, but when you can charge at home, the total cost of ownership story is really compelling. So with this new scheme, we think we can tap into a group of customers by providing a real benefit." Compared to the standard Ford Puma, which uses a more conventional mild hybrid powertrain, the Gen-E's styling is very similar, with only the front grille panel changing.
However, despite its small stature, the Puma Gen-E is a surprisingly practical model, featuring a 523-litre boot, with a further 43-litre 'frunk' at the front. From launch, all models will feature a 43kWh battery pack that results in a range of up to 233 miles per charge and can be replenished from 10 to 80 per cent in 23 minutes using a fast charger..
