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Ford Dealer EV Certification Program Scrapped


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Ford Dealer EV Certification Program Scrapped

https://fordauthority.com/2024/06/ford-dealer-ev-certification-program-scrapped/

 

FordAuthority.com_2024-06-13_EV Certification Scrapped_01.jpg

 

The Ford dealer EV certification program known as Model e Certified was designed to help the automaker better compete with its EV-only rivals, which sell those types of vehicles online and with fixed pricing. However, the program was met by significant backlash from the start, largely because of the big financial investments required of Ford dealers that wished to participate, as well as questions regarding its legality in general. As a result of this and shifting consumer demand, the Ford dealer EV certification program has now been scrapped altogether.

 

 

The Detroit News is reporting that Ford has ditched its plans for this program entirely, which comes after meetings between Ford CEO Jim Farley, CFO John Lawler, and The Blue Oval’s dealer council. Recently, dealers were told to halt any investments they were making pertaining to this program, and even before that happened, several changes were taking place as the automaker worked to satisfy concerns raised by its dealer network.

 

As Ford Authority reported last month, Lisa Drake, Ford’s vice president of EV programs and energy supply chain, previously hinted that the automaker may wind up scrapping the Model e Certified program altogether, and now, it has done precisely that. Starting July 1st, all U.S.-based Ford dealerships will be able to sell EVs, doubling the current number to 2,800. However, dealers that haven’t already done so will need to install two Level 2 charging stations by March 31st, 2025, and have their employees participate in EV training. These moves, according to Marin Gjaja, COO of Ford Model e, are expected to help the automaker boost its EV sales in general.

 

“We’re getting into the tough innings,” Gjaja said. “We’re getting into the early majority customer who isn’t in it just for technology and willing to pay a premium. They want a practical, usable vehicle. They have questions they need to really understand the value for them. And it’s just a very different sale. … We need Ford and our dealers pulling together to help bring the market along.”

Edited by ice-capades
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On 6/14/2024 at 2:14 AM, Deanh said:

finally sanity prevails.....

Oh the irony of Ford dropping the insistence of $1 million upgrades to access BEVs

to now letting every dealership sell BEVs mostly with incentives to move them…

 

Interesting to see that 25% of all F150s sold are hybrids, that’s close to 10,000 a month.

Res assured  that if Ford sold a PHEV F 150, Lightning sales would tank overnight……

 

Edited by jpd80
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Too late to save my former Lincoln-only store. The $5 million cost of complying with the program is one of several reasons they decided to shut down. The land ended up being more valuable than the expected cost of staying in business.

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I don’t see how there won’t be some lawsuits over this for those that paid for the upgrades, which they likely wouldn’t have done otherwise, and now any dealer can sell them with no upgrades.  
 

Of course this is the way it should have been from the beginning I might add. 

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7 hours ago, tbone said:

I don’t see how there won’t be some lawsuits over this for those that paid for the upgrades, which they likely wouldn’t have done otherwise, and now any dealer can sell them with no upgrades.  
 

Of course this is the way it should have been from the beginning I might add. 

There may well be lawsuits, but Ford is still requiring dealers who want to sell BEVs to install at least two Level 2 chargers and participate in employee training.

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46 minutes ago, Chrisgb said:

There may well be lawsuits, but Ford is still requiring dealers who want to sell BEVs to install at least two Level 2 chargers and participate in employee training.

 

I don't have a copy of the related documents, but Ford had a program requiring Dealers to have at least 2 chargers, one for the service department and another for the sales department and customer use, well before the mandated and recently cancelled BEV certification program.  

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2 hours ago, Chrisgb said:

There may well be lawsuits, but Ford is still requiring dealers who want to sell BEVs to install at least two Level 2 chargers and participate in employee training.

 

Both are common sense requirements, especially the employee training.  If you're going to sell EV's you should know how to service them.

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