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it house reported on october 1 that despite the slowdown in the electric vehicle market this year, ford decided to adjust its strategy to focus on increasing the availability of electric vehicle charging facilities and addressing concerns about battery range and price.

ford motor ceo jim farley said in an interview with reuters: "charging is the biggest obstacle (for electric vehicles)."

farley gained a deeper understanding of customer concerns after taking two electric vehicle road trips in europe and the western united states. “we spend a lot of time talking about charging electric vehicles on the road, but we seem to be overlooking the most basic charging solutions in america,” farley said.

farley has also interacted with customers in europe who have a fleet of ford electric vehicles, and in addition to charging, he believes service needs to improve.

it house noted that ford stated on monday that,the company will offer free home chargers and installation to ev buyers by the end of the year, to attract consumers interested in electric vehicles. ford said that from october 1 through the end of the year, customers who purchase or lease a ford mustang mach-e, f-150 lightning pickup or e-transit van can receive free chargers and installation services.