Ford’s electric vehicle (EV) dealership certification program has had a short and winding road. Introduced in December 2022 amidst a surge in EV demand, the program mandated dealerships to invest in training and charging infrastructure to qualify for selling EVs. This included requiring a certain number of charging stations, with an “elite” tier demanding even more investment. However, as EV sales growth slowed and customer concerns about price, charging access, and lifestyle changes became apparent, Ford began to backtrack.
In November 2023, the certification program requirements were significantly reduced. The number of charging stations dealerships needed to install dropped and the deadline for meeting these requirements was pushed back. Despite these changes, by June 2024, Ford decided to scrap the program entirely. All Ford dealerships can sell EVs, but they’ll still need to install a minimum number of Level 2 charging stations and ensure their staff receives EV-specific training.
This shift in strategy reflects the current challenges in the EV market. While Ford is optimistic about future growth, it acknowledges the need for a more practical approach to educate potential customers and ensure a smooth sales experience.
#FordEV #DealershipChanges #EVMarketChallenges #ShiftingStrategies
Find Auto Jobs in your Area
The FREE CmySkills™ app allows you to showcase your unique expertise and see all open jobs near you.