Ford Opens EV Sales to Entire Dealer Network in U.S

Ford is scrapping its Model e dealer certification program and will now allow all of its around 3,000 United States (U.S.) dealerships to sell electric vehicles (EVs) by July 1st. 

Around two years after Ford rolled out this program that separated retailers into two investment tiers for EV sales, many changes occurred with previously Ford’s pausing investments in the program. Now, the company’s decision is aimed to improve customer convenience and accelerate Ford’s EV sales growth. By reopening its full dealer network to EVs, 90% of U.S. buyers will now live within 25 miles of a Ford dealership able to sell and service EV models including the Mustang Mach-E and F-150 Lightning.

“We want to lower the bar to let people get in,” said Marin Gjaja, COO of Ford Model e, who expressed the changes to the company’s strategy in an interview with Automotive News. “We’d rather have more dealers helping us as the EV market is evolving and customers need that support.”

Under the new policy, Ford dealers will only need to complete EV training through Ford University and install two Level 2 chargers, highlighting a much lower bar to enter. Yet, Gjaja emphasized and acknowledged that dealers who heavily invested may still retain a competitive advantage through charging infrastructure and service revenue.

Furthermore, Ford will also continue working through solutions for early Model e adopters, where the company asserts that the dealer overhaul and enhanced digital sales capabilities developed through Model e provide long-term buyer benefits. Although no concrete compensation plans were disclosed. 

As Ford ramps up EV production with new models like its Explorer model in EV form, its expansive dealer network is expected to play a major role in supporting mainstream adoption nationwide. With Ford still aiming to proceed further in its electrification plans, the acceleration to electric mobility is assured Ford aiming to be at the forefront in the EV market. 

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