Ford Cancels Model E Program, Letting All US Dealers Sell EVs

jmc6020 · Jun 13, 2024

The awful dealership model continues.

Announcement:

With expanded resources and training, all dealers will be able to sell and service electric vehicles and support Ford customers. This means more than 90% of Americans will live within 20 miles of a Ford dealer that can sell and service EVs such as the Mustang Mach-E, F-150 Lightning, and Enon-Transit.

Here’s what you need to know:

To help reduce barriers to entry for both our dealers and our customers, Ford will discontinue the voluntary Model e EV Program from July 1, 2024, effectively opening EVs up to the entire Ford dealer network – doubling to over 2,800 the number of Ford Dealers that can sell and services EVs.
- Before the end of 2024, Dealers who were not part of the voluntary Model e Program will have access to EV inventory and will be visible on Ford.com, giving customers greater choice of dealers and EV stock.
- For a Dealer to sell and service EVs, they must demonstrate fundamental EV Competency, which most already meet. EV Competency includes:
- Staying current on existing EV Training Planners across all roles to ensure EV knowledge and employee safety
- Having the hardware and equipment elements needed to safely and effectively perform EV service work
- Installing two Level 2 chargers & three NEMA plugs

While the voluntary Model e Program is being discontinued, the experiences that were part of the Program have had a highly beneficial impact on customer satisfaction. Ford recommends that Dealers continue to provide customers with these elevated experiences.

Ford is committed to EVs, and is looking forward to partnering with dealers to increase EV accessibility to customers across the U.S., regardless of where they live.

Grumpy2 · Jun 13, 2024

"Everyone loses here. The dealers may think they won, but they didn't. Short-term gains will be overwhelmed by long-term losses as consumers look to EV startups that work around the dealership laws and offer a set pricing model. That will eventually erode Ford's EV market share as consumers seek a better purchasing experience and the security of knowing they can pull into any Ford dealership and charge up when needed "

I agree, Farley's plan seemed to be the solution and a new future. Very disappointing.

F150ROD · Jun 13, 2024

lol.......

I'd be in a Mach-E right now instead of a Model 3 if it weren't for these crummy dealerships. Slow and steady Ford, you guys. rushed into this EV thing........ I'd even suggest a new brand....

carys98 · Jun 13, 2024

F150ROD said:
lol.......

I'd be in a Mach-E right now instead of a Model 3 if it weren't for these crummy dealerships. Slow and steady Ford, you guys. rushed into this EV thing........ I'd even suggest a new brand....

Don’t even need a new one. They could bring back Mercury.

jmc6020 · Jun 13, 2024

I think Ford was relying on their strong brands (Mustang and F150) to get into the EV space but it may really take a true company spinoff to break this legacy dealership model.

TaxmanHog · Jun 13, 2024

Harley & Livewire, an ongoing experiment, not sure if FoMoCo would be any more successful with a spin off or ground up new division.

In the meantime, it'll be a slow trudging battle to get the legacy dealers to get serious about serving the interests of the EV community as it is now and will evolve with future, enabling technology, speaking more about the power train than bells and whistles in the cabin.

SpaceEVDriver · Jun 13, 2024

It's time for some repair shops to open EV service center franchises. I don't trust my local or any of the regional Ford dealers to touch my EVs.

SteuLight · Jun 13, 2024

Personally, I think the biggest loss to consumers from this decision (and ultimately FORD) is that dealerships will probably no longer be required to install public chargers in order to sell electric vehicles. I'm guessing that the requirement to install a DCFC was one of the things that dealerships pushed back on, given the up-front costs of installation.

However, I, for one, was really looking forward to every Ford Dealership having a fast charger. If every dealership had a fast charger, it would do a lot to reduce range anxiety and improve sales of electric vehicles.

Maybe I'm wrong. Maybe dealerships will still be required to install DCFC. But if not, I think Ford shot themselves in the foot with this decision.

Zaptor · Jun 13, 2024

Closest dealer to me (in a small, red town) gave up their franchise rather than invest in EVs they knew the locals wouldn't buy (yet)... Took the big blue oval down to focus on Stelllantis brands over a year ago. Oops :/ That one was a lot more convenient for me, less than half the distance it is to the now-closest dealer. Wonder if they'll re-open the F side again? Rough rollout for all players...
-Zap

F150ROD · Jun 13, 2024

SpaceEVDriver said:
It's time for some repair shops to open EV service center franchises. I don't trust my local or any of the regional Ford dealers to touch my EVs.

This. Independent EV shops would be great as it's been my experience so far that these dealers don't want to deal with EV's if they are out of warranty or let them sit before they get plugged in to see what the issue is.

I thought the Mobile Service would be EV specific but again, unlike Tesla, the local Ford dealers (all 3 of them) say it's only for ICE.

Maquis · Jun 13, 2024

The Model E program was never about changing the dealership model (direct to consumer). Not even pertinent to this discussion topic.

F150ROD · Jun 13, 2024

SteuLight said:
Personally, I think the biggest loss to consumers from this decision (and ultimately FORD) is that dealerships will probably no longer be required to install public chargers in order to sell electric vehicles. I'm guessing that the requirement to install a DCFC was one of the things that dealerships pushed back on, given the up-front costs of installation.

However, I, for one, was really looking forward to every Ford Dealership having a fast charger. If every dealership had a fast charger, it would do a lot to reduce range anxiety and improve sales of electric vehicles.

Maybe I'm wrong. Maybe dealerships will still be required to install DCFC. But if not, I think Ford shot themselves in the foot with this decision.

I think part of this was the opening of Tesla SC to Ford.

Grumpy2 · Jun 13, 2024

Ford dealers who ship nationwide that embrace the Ford EV products will see the business.

KIA dealers are toasting this decision I bet.

Zprime29 · Jun 13, 2024

EV competency needs to be minimum 5 techs certified for EV's. No excuse to wait a week cuz their ONE tech was on vacation. Sounds like the dealers control Ford, wonder what sort of back door deals where done to nix the program.

JerseyMike · Jun 13, 2024

maybe I misunderstand but isn't this a good decision, more dealers to choose from and go to for repairs

Ford Cancels Model E Program, Letting All US Dealers Sell EVs

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