Ford Ends Model e Certification Program, Allowing All Dealers to Sell Electric Vehicles
Introduction
Ford has made a significant decision to sunset its Model e certification program, which previously limited the number of dealers authorized to sell electric Ford vehicles. This move has sparked a range of reactions from dealers across the nation.
The Transition
In late May, Ford informed its Model e certified dealers to halt investments in the program. These dealers had exclusive rights to sell electric Ford vehicles. However, Ford has now announced the end of the program, effectively opening up the market to all dealers. This decision has received both praise and criticism from dealers.
Reasoning Behind the Change
The Model e program aimed to reward dealers who heavily invested in EV infrastructure and training, with some dealers investing up to $1.2 million. While this was intended to enhance the EV customer experience, it also led to legal challenges from dealers who felt it was unfair. Despite this, Ford has seen a significant increase in EV sales this year compared to the previous year.
CEO Involvement
Rumors suggest that CEO Jim Farley played a personal role in discussions with dealers about discontinuing the program. Ford’s VP of EV programs, Lisa Drake, emphasized the need for broader dealer participation in selling EVs to meet evolving market demands.
Program Successes
Although the certification program is being phased out, Ford acknowledges its positive impact on customer satisfaction and dealer training. Net promoter scores for Ford’s EV business have seen a notable increase since the program’s implementation.
Dealer Reactions
While roughly half of Ford’s dealers participated in the Model e program, some are displeased with the decision to end it. Dealers who made significant investments in EV infrastructure feel that the change is unnecessary given the current market conditions.
Future Outlook
With all Ford dealers gaining access to sell EVs from July 1st onwards, customers will have more options and flexibility in purchasing electric vehicles. This shift aligns with Ford’s goal of adapting to market changes and ensuring a seamless customer experience.
