Ford to Roll Back Model e Dealer Program

by Chris Teague

Published: June 13th, 2024

ford to roll back model e dealer program

Ford wants to sell more EVs, but its Model e dealer program hasn’t been the success it hoped for. The automaker is now taking a step back from the requirements it created for the program, enabling all Ford dealers to sell electric models.

The Blue Oval’s dealer program required heavy investments in charging, training, and other upgrades. While enrollment was strong at first, the numbers have fallen since, limiting Ford’s ability to get EVs in front of buyers in key markets. It has eased the program’s requirements since then, but removing them completely opens the door for all dealers to sell EVs.

That puts 90 percent of Americans within 25 miles of a Ford dealer with EV sales and service capabilities. It should also help the automaker move more inventory, as it has realized that demand isn’t growing as quickly as hoped.

The program will wind down at the end of June, with changes coming on July 1. Many dealers have already made the required investments, which makes this move seem like a raw deal for them, but Ford executives believe they will have a competitive advantage, saying that the charging infrastructure will drive traffic and revenue.

Ford saw improving EV sales in May, with a 65 percent increase. The F-150 Lightning outsells all other electric trucks, and the Mustang Mach-E is second behind only the Tesla Model Y juggernaut. The automaker is second on EV sales overall behind Tesla, not counting Hyundai/Kia combined sales.

[Images: Ford]

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Chris Teague

Chris grew up in, under, and around cars, but took the long way around to becoming an automotive writer. After a career in technology consulting and a trip through business school, Chris began writing about the automotive industry as a way to reconnect with his passion and get behind the wheel of a new car every week. He focuses on taking complex industry stories and making them digestible by any reader. Just don’t expect him to stay away from high-mileage Porsches.

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6 of 13 comments

EBFlex on Jun 13, 2024

Ford needs to wind down its Model E division. It’s great that they are no longer holding a gun to the dealers heads and forcing them to spend millions and millions investing in these dead end EVs, but Ford needs to stop the ridiculous investment in EVs and invest in the future…ICE

2 Reply
- 3-On-The-Tree on Jun 14, 2024
  
  They need to reallocate that time and effort into making a quality vehicle, make their V8’s more efficient and get rid of anything turbo especially the ecoboost.
  
  Like
Buickman on Jun 13, 2024

sellers are not the issue. buyers are.

1 Reply
- See 2 previous
- Kjhkjlhkjhkljh kljhjkhjklhkjh on Jun 13, 2024
  
  market is too saturated .. crap is to expensive .. when it is cheap then it is crap .. and trucks for now make awful EV's
  
  2
- Jalop1991 on Jun 13, 2024
  
  sellers are not the issue. buyers are.
  Do tell. How is it that "buyers are the issue"? Gee, if only buyers would do what Ford and Biden tell them to!
  If Ford has an issue with buyers, well, Ford needs to get with the program. The buyers' program.
  It's amazing, when it comes down to it, the power buyers have with the simple word "no".
  
  1
- EBFlex on Jun 13, 2024
  
  “Do tell. How is it that "buyers are the issue"?”
  ”It's amazing, when it comes down to it, the power buyers have with the simple word "no".”
  You answered your own question
  
  2

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