Dealers will no longer need to invest $500,000+ to sell Ford EVs

Ford has made the strategic decision to end its costly EV certification program, enabling all Ford dealerships to sell electric vehicles without the previous investment requirements. This move, announced by Ford’s Chief Operating Officer Marin Gjaja, aims to expand the availability of Ford’s electric vehicles and boost sales in the EV market.

The initial EV certification program, introduced in September 2022, mandated that dealers invest substantial amounts, ranging from $500,000 to $1.2 million, to become “EV Certified.” These investments were expected to be recovered as EV sales surged. However, due to a slower-than-expected growth in the EV market, Ford recognized the need to reassess its approach.

With the EV market evolving and demand shifting towards a more diverse customer base, Ford’s decision to eliminate the high financial barrier for dealerships aligns with the changing landscape. The adjustment reflects Ford’s commitment to adapting to market dynamics and ensuring accessibility to electric vehicles for a broader range of consumers.

Previously, approximately half of Ford’s dealerships had opted out of the EV certification program, indicating challenges with the program’s requirements. By removing the minimum investment threshold, Ford aims to facilitate a smoother transition for dealerships looking to embrace electric vehicle sales.

While dealerships will still need to make investments to support EV sales activities, the elimination of the costly certification program signals Ford’s responsiveness to market conditions and commitment to enhancing the accessibility of electric vehicles within its network. This strategic shift underscores Ford’s dedication to promoting sustainable mobility solutions and fostering growth in the EV segment.