Most people living in the countryside (82%), small towns (79%), and cities (76%) would certainly not be without their electric vehicles (EVs). Ford’s idea was to offer the smallest UK communities a firsthand experience of what it is truly like to drive and own an electric vehicle.
J.D. Power’s Evaluation
A J.D. Power evaluation published in March 2021 revealed that people who experienced riding in an EV were more likely to consider purchasing one compared to those who only had theoretical knowledge about them.
Challenges in Fordwich
Charging Infrastructure
One of the main concerns for the residents of Fordwich was the lack of charging stations in the small town. Fortunately, the charger remained even after the extensive test drive event concluded.
The Fordswitch Initiative
Engaging the Community
The amusing part of this initiative is how Ford named its effort to convince Fordwichians about electric mobility. The company called the event “Fordswitch” and modified signs around the town to reflect this.
Outcome and Survey Results
Considering it has been some time since the test drive ended, Ford has been gathering survey results and plans to announce them at a later date. If J.D. Power’s insights are correct, the Fordswitch initiative will likely have convinced nearly all of the 380 residents to switch to EVs or to seriously consider buying one when the time comes.
Conclusion
Even if we never hear about Fordswitch again, it doesn’t change the fact that this was a truly excellent strategy for promoting electric vehicles. The initiative provided a direct and engaging experience, highlighting the practical benefits of EVs and addressing community-specific concerns, such as charging infrastructure.
