Ford instituted a free charger and free installation with the purchase of one of thrie EVs on October 1st. It’s been a huge success. Lightning sales increased by 39% in 2024 Q4 compared to last year's Q4. In fact the Mustangs Mach-Es outsold ICE Mustangs in all of 2024.

In 2024 Q4 Ford Lightning even outsold Tesla Cybertruck. Looks like the addition of free charger and free charger installation with purchase of a Ford EV is having a positive effect on Ford EV Sales.

Here is a YouTube video that explains it.

 

I think the resonating messages all along were about price and availability. Ford has addressed both.

 

The person who made the video admitted being sponsored by Q-Merit, the company that receives compensation from Ford to install Ford branded home chargers.

If Ford were to terminate providing chargers, Q-Merit would likely have to compete in the free market with other home charger installation companies for the same business that Ford automatically hands to Q-Merit with this program.

It therefore stands to reason that Q-Merit would promote, via means like this video, a cause and effect relationship between Ford hiring Q-Merit to install chargers at no charge to the vehicle customer, and Ford's increase in electric vehicle sales.

However, just because X happens, and then Y happens, doesn't mean that Y happening was a direct and sole result of X happening. Especially since Z also happened in 2024.

What is Z? Z can be many other factors influencing the increase in sales of the F-150 Lightning.

2024 is the first year that Ford, as a vehicle manufacturer assembling, importing, or distributing more than 500 vehicles per year, was REQUIRED by California, and perhaps other states who adopt some or all of CARB and ACT related regulations, to sell a scheduled percentage of zero emissions vehicles.



An extended range F-150 Lightning, arguably the more logical and likely choice to assuage range anxiety, is curiously rated out of class for an F-150, at 8,550 GVWR, which puts the Extended Range Lightning (as well as the Platinum Lightning) into the Class 2b-3 Group, which is defined as an on-road vehicle with a GVWR that is 8,501 lbs GVWR up to 14,000 lbs. GVWR.

Observe that the original standard range Lightning was/is only 8,235 lbs. GVWR.

The ACT regulation applies to all vehicles sold that are 8,501 lbs or higher. In order for Ford to be able to continue to sell Super Duties in California, Ford is REQUIRED to sell a scheduled percentage of ZEVs, which BEVs qualify as, that are at least 8,501 lbs GVWR.

Since the regulation bestows CREDITS for ZEVs that are not like for like in the weight classification groups, but are still over 8,501 GVWR, this means that the more extended range F-150 Lightnings that Ford sells, the more credits Ford accumulates that allow Ford to sell more Super Duties, in the same or higher weight classes.

If Ford failed to meet the percentage targets by the end of 2024, the first year that the targets were required (for the previous three years, credits could be banked), then Ford would be in violation of the regulation, which has consequences significant enough to deter violation.

Trucks are not the only vehicles on a regulatory time clock that mandates vehicle manufacturers to sell an increasing percentage of ZEV every year, per a pre-established schedule, that was finalized three years ago, and that is also coming into full effect now. ZEV passenger cars and all light duty vehicles are equally mandated to be meet minimum sales thresholds that increase year by year.



So when Ford's electric vehicle sales are higher in Q1 25, will Q-Merit take the credit for that as well?

Is Q-Merit attempting to promote their longer term business prospects by attributing the increase in Ford's electric vehicle sales to their partnership with Ford, where Ford pays Q-Merit to install chargers?

If I turn on the faucet to water the garden, does that mean I brought water to the garden, or that the garden depends solely on me for water, or that the tomatoes grown in the garden are my creation?

The water district and their pumping stations brought water to the spigot, and anyone in the household can open and close the valve, and the tomatoes themselves grow by means far beyond my ability or comprehension.

Thus, it seems to me that electric vehicle sales are going to steadily increase, regardless of market demand, regardless of consumer acceptance (consumers can only accept what is made available), and regardless of Q-Merit's involvement with the installation of Ford branded home chargers.

 

^^^^^^

Your in depth look is very much appreciated but I'm not convinced that the average consumer looking for an electric truck is concerned about who's doing the marketing in order to preserve their slice of the pie or how California writes their EPA laws. Q Merit is actually playing pretty smart here.

By the time I go to the dealer, I'm already a self proclaimed expert on the capabilities of the vehicle and it's options and pricing strategies. I know what I'm willing to live with and live without.

At that point, the battle lines have been clearly defined: The dealer and I share a common goal, preserving our respective revenue streams.