Ford Set To Open Doors For Dealers To Sell EVs Amid Program Changes

Ford is on the verge of enabling all its dealers to sell electric vehicles (EVs) as part of its revamped certification program after receiving feedback from dealers and signals a departure from its previous model of restricting EV sales to select dealers. 

Following Ford’s pausing investments in its EV certification program, dealers were required to make substantial financial investments to qualify for selling EVs under its existing Model e Certified program. Yet, Ford may intend to relax these requirements for dealer convenience according to Automotive News. While specific details of the changes are not finalized, it is expected that the financial thresholds for participation will be majorly reduced.

Notably, the finalization of these changes will be decided upon discussions with Ford’s dealer council scheduled for June. Moreover, despite the anticipated adjustments, Ford is still making sure that all its dealers are adequately equipped and trained to sell its EV models.

Furthermore, this intention from Ford aligns with its broader strategy of expanding its EV lineup and boosting sales, where the company cut prices on its Mustang Mach-E and F-150 Lightning models. Ford also has been releasing more incentives such as discounts with its recent lease deal cutting off $15,250 on the 2023 Ford F-150 Lightning’s MSRP.

Lisa Drake expressed finding the right strategy for select dealer groups at the Automotive News Leading Women Conference stating, “What we’re finding is more dealers want to be involved in it and we don’t want to be exclusive to just a handful, and so we’re making a change where we’re opening up that and not requiring as many certifications or investments for a dealer to participate in the EV revolution.”

As a result, Ford’s position to pivot its empowerment to all its dealers to embrace EVs will broaden and drive EV adoption. With the feedback received from dealers to Ford, hopes for strongly relaxed requirements will assure dealers while promote participation in its EV certification program.

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