Ford Pauses Dealer EV Investments Amid Program Changes

Ford has now instructed its dealers to pause investments in the company’s electric vehicle (EV) certification program while it announces changes to the program that will align with the current EV market dynamics. 

Since December 2022, it was revealed that 1,920 dealers have joined the EV sales program called the Ford Model e Certified sales program. As of now, the program has undergone several changes with the number of participating dealers decreasing since then. With two-thirds of dropouts a year earlier, “enrollments for 2024 are just over 50% of the network,” according to Ford spokesperson Marty Gunsberg. 

Furthermore, dealers who are enrolled in the program will now have their work in meeting EV charging requirements postponed due to any financial commitments according to Automotive News. Andrew Frick, president of Ford Blue, expressed the new changes to Automotive News about the program stating, “We don’t want them to make any decisions between now and the middle of June, when you can maybe have a more informed decision-making process based off what we work out with council in the next few weeks.”

With these setbacks, one notable concern about these changes comes from the “rapidly changing EV market.” Currently, Ford has been shifting its focus to making smaller and more profitable EVs. Also, its recent financial challenges include urging its suppliers to cut down costs in EV production. 

While these setbacks are clear, Ford is still committed to its long-term EV strategy. As Ford pauses dealer investments, the upcoming updates to its EV certification program are expected to be revealed following the dealer council meeting in June, as the EV market will await its next move. 

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