Ford is knocking down one of the largest hurdles to electric vehicle (EV) ownership. Starting October 1, with the purchase or lease of a Ford electric vehicle, customers are eligible to receive a complimentary Ford Charge Station Pro home charger and standard installation at their home.

Those who purchase a Ford EV from now until Jan. 2, 2025, will get a free charger and installation under a new initiative the company is calling the Ford Power Promise.

Ford plans to give new-EV buyers a free charging unit and free installation in an industry first. Why it matters: EV sales have been lagging behind expectations as many consumers remain wary of the unknowns and inconveniences around regularly charging their vehicles at home and on the road.