With planned modifications to Ford’s electric vehicle certification program, all Ford dealerships will likely be able to offer EVs. Ford is poised to launch a new system following recommendations from its dealerships.
Ford poised to unleash sellers’ community, driving EV adoption through collective marketing muscle.
Ford is concluding its efforts to refine the electric vehicle (EV) investment process after having earlier requested that sellers temporarily halt their investments in this area. Ford adapted to shifting market dynamics last year, largely due to changes in consumer demand.
Ford spokesperson Marty Gunsberg revealed that several dealers chose to opt out of the program in December. According to Gunsberg, enrollment figures for 2024 have plummeted to over 50% of their previous levels in the community, a stark contrast to the roughly two-thirds confirmed just 12 months ago by CEO Jim Farley.
According to reports, following a series of meetings between dealerships and executives, Ford has decided to grant all dealerships the authority to sell electric vehicles.
Will Ford’s plans to restructure its requirements for qualification actually materialize? Previously, vendors were mandated to invest a minimum of $500,000 to participate in the program. For $1.2 million, sellers are likely to qualify for the “Elite” tier, offering enhanced perks such as additional chargers, demonstration items, and prominent listing on Ford.com.
Sellers would struggle to promote Ford EVs without investing in their marketing efforts. Ford’s Vice Chairman for Electric Vehicle Packages, Lisa Drake, emphasizes that the company does not subscribe to the notion that franchise dealerships are the best way to promote electric vehicles.
Extra sellers require minimal financial commitment.
“In our findings, we’re noticing that an increasing number of entrepreneurs are eager to get involved and make their mark on the industry,” Drake said. “To accelerate the electric vehicle (EV) revolution, we’re introducing a new approach by removing barriers for suppliers to join in. From now on, we won’t be asking for as many certifications or investments to ensure seamless integration.”
The finalization of the modifications is contingent upon a meeting between Ford and its supplier council, scheduled to take place in early June.
Uncertainty surrounds the extent to which Ford will ease financial requirements to incentivize the adoption of electric vehicles, but many speculate that substantial relaxation may be forthcoming to boost participation.
According to Drake, Ford is likely to become even more deeply integrated into their sales coaching process, ensuring that nearly all of their sellers are fully equipped to effectively market the product moving forward. Ford may consider outlining guidance for attendees who have already invested in attending the upcoming supplier council assembly.
Ford has implemented cost-cutting measures for its popular Mustang Mach-E and F-150 Lightning models over the past few months to boost sales.
Ford has rolled out a new 0% APR offer for its 2024 models, following an earlier price cut of up to $8,100 on the Mach-E electric SUV last year.
| Mustang Mach-E Choose | 250 mi | $39,995 |
| Mustang Mach-E Premium | 320 mi | $43,995 |
| Mustang Mach-E GT | 280 mi | $53,995 |
| Mustang Mach-E Rally | 265 mi | $59,995 |
* The entry-level Select trim starts at $43,895.
* The Premium trim, which adds features like a panoramic sunroof and heated seats, begins at $51,775.
* The California Route 1 trim, designed for surfers and beachgoers, costs between $54,975 and $61,475.
* The GT trim, featuring a sport-tuned suspension and unique design elements, starts at $60,500.
* The First Edition, an exclusive limited-production model, is priced at $62,474.
* The ST trim, with its performance-oriented upgrades, begins at $64,975.
* The GT Performance Package, which adds more powerful motors and sport-focused features, costs between $70,475 and $74,975.
Ford has introduced substantial price cuts for its 2023 F-150 Lightning model, with discounts of up to $15,000 available on the sticker price. Ford F-150 Lightning lease costs have been reduced by over $400 a month.
