Ford Authority

Ford Model e Dealer Standards Based On Five Distinct Pillars

After ranking below average on J.D. Power’s recently-released 2022 U.S. Customer Service Index (CSI) Study, Ford is aiming to vastly improve its dealership experience. Part of that effort includes ramping up its service technician training and offering more convenient services like vehicle pickup and delivery, but much bigger changes are on the horizon. As Ford Authority reported yesterday, that includes some new standards for Ford Model e dealers such as fixed pricing and large upfront investments on items such as chargers, but Ford Model e dealer standards will also be based on five distinct pillars.

The first pillar centers on training, or more specifically, utilizing the automaker’s new EV University to create a team of specialized EV experts across Ford’s dealership network. The second pillar focuses on charging by requiring dealers to create an infrastructure that can support sales, service, and maintenance, as well as employ DC fast chargers in the Blue Oval Charging Network. Ford notes that 96 percent of its customers live within 20 miles of a dealership, which makes the installation of these chargers a pretty important consideration for Model e dealers.

Next up, we have eCommerce, which will offer transparent, non-negotiable pricing, a single entry and exit point, and improved customer service. It’s no secret that substantial dealer markups have drawn the ire of both FoMoCo and its customers, while rivals like Tesla and Rivian already charge fixed pricing for their own EVs, making this move a critical one in a highly-competitive industry.

The fourth pillar is focused on physical experiences such as the aforementioned pickup and delivery services, as well as remote delivery. Customers will also be able to get a loaner vehicle while their car is being serviced, something that dealers have traditionally offered in many cases, regardless. Finally, the fifth pillar is digital experiences, which include software and subscription opportunities that aim to improve customer engagement with new features rolling out on a regular basis.

As Ford Authority previously reported, dealers interested in becoming EV certified will be required to invest between $500,000 and $1.2 million to do so – much of which will go toward the installation of chargers. Ford dealers that wish to receive EV certification have until October 31st to decide to do so, and until the end of the year to shell out those investments.

We’ll have more on Model e soon, so be sure and subscribe to Ford Authority for non-stop Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. Mike says..

    The war on pricing between the manufacturer and dealers is a real problem. As a FORD/LINCOLN customer, I am really turned off by my local dealer’s price gouging on new and used product. It all boils down to a very big ‘black eye’ for FORD/LINCOLN. A lot of complaining and talk of fixed pricing sounds like window dressing. FORD cannot seem to exert discipline over their dealer network as it is now…. doubt it will change anytime soon. The competition on this issue will kill FORD/LINCOLN I fear.

  2. Dave

    The price gouging on ford vehicles over the last couple years has been ridiculous. Farley talks a lot about fixing the problem but little has actually been done. As for the “5 pillars”, don’t expect them to stand on their own without a foundation of communication and customer service from the factory which is currently nonexistent.

  3. Roy

    Pricing is a real serious issue. I recently received my custom ordered 22 , the dealer told me when I ordered, they had to sell it to me at no more than fords sticker price since they are just acting as the receiving agent for the order. BUT when I came in to pick up my truck, the dealer made an effort to convince me that for any reason I wanted out of the purchase, they would see that I walked away whole and happy. I said No, I wanted the Truck. The salesman then pointed to the Truck parked next to mine, and said that truck came in with yours three days ago and we already sold that one for 12,000 over sticker and the manager thinks we can get 15,000 over sticker for your powerboost. It is long pastime that new auto sales stopped being a price negotiable sale with basically different prices dependent on a customer’s negotiation ability and knowledge where some customers are just flat out taken advantage of


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