Orders for EV adapter crash Ford’s website
Zach Brandon kept clicking refresh on his computer, trying to place his order for a free device that will dramatically reduce his worries about finding a charging station to power up his allelectric 2023 Mustang Mach-E GT Performance Edition.
A warning message on the Ford website repeatedly popped up on his screen early Thursday that said, “Due to surging demand, our site is temporarily unavailable. Please check back soon.”
“The initial influx ... briefly interrupted the ordering process and we were able to quickly address it with customer orders flowing across the day,” Ford spokesman Marty Gunsberg said. “The huge interest highlights the importance of improving access to public charging.”
Ford on Thursday launched an order link online for its EV owners to order free adapters that would allow them to charge their vehicles using the Tesla fast-charging network, in addition to finding random charging stations. Access to the Tesla network, known for its dependability and thousands of locations, has been touted by Ford CEO Jim Farley since he brokered the deal with Tesla CEO Elon Musk in May.
“We think this is a huge move for our industry and for all electric customers,” Farley said at the time.
On Thursday, he tweeted an image of himself charging a Mach-E at a Tesla site and said, “I’ve tested it myself and it works great. Making something this easy to use takes a lot of hard work behind the scenes, so congrats to the @Ford and @Tesla teams for making this happen. I would also like to thank @ElonMusk and the Tesla team for their close collaboration and leadership to help change the lives of so many EV customers through improved access to charging.”
Brandon, 50, of Madison, Wisconsin, said on Thursday, “This is a gamechanger.”
After about two hours of trying to get into the Ford system, Brandon placed his order and received the email he wanted: “Your fast-charging adapter is in production” with an estimated shipping date in June.
Brandon, president of the Greater Madison Chamber of Commerce, said the small device will give him the freedom to drive longer distances without worrying about charging deserts. He has owned his all-electric SUV for about a month.
“The opportunity to tap into additional charging infrastructure is exciting and, I think, validates why I bought a Ford EV,” he said. “Now the Mach-E is my everyday driver, and I don’t have to ask my wife if we can trade cars or plan out my day beyond the charging infrastructure.”
Concern about access to charging has been identified as a major obstacle to Americans buying electric vehicles. While people begin their days with a full charge after plugging in their vehicles at home and can drive locally with little problem, longer trips require more planning. Or, as Brandon said, swapping cars with family members. He just sold his 2016 Mercedes E-400, and now his wife drives a 2017 Land Rover.
“My Ford window sticker says 260mile range fully charged,” Brandon said. “But the reality is, I have been averaging around 220 with city driving. Cold weather is likely the main reason for the difference. There is only one gear, so little fuel efficiency is found with highway driving. I actually see less range when I drive on the highway. So this is another reason why access to Tesla’s Supercharger network helps.”
The timing couldn’t have been better for Brandon. While he said he has zero concerns about charging in his community, which has a robust charging network, a business trip to Milwaukee had been an issue before he installed a charging system at home.