While the majority of Ford and Lincoln dealers in the U.S. ultimately opted into the top-tier Model e Certified Elite program when given a choice between that, the lesser tier, and not having the ability to sell all-electric vehicles in the future, this decision on The Blue Oval’s part hasn’t developed without its fair share of controversy. In fact, some Ford dealers took legal action against the automaker questioning Model e Certified’s legality, spurring some changes to the program that allowed a handful to drop out after initially committing to it. As it turns out, the Model e Certified program has left a bit of a lingering bad taste in the mouths of some Ford dealers, who aren’t quite as trusting of the company as they used to be, according to a new survey recently highlighted by Automotive News.
The 2023 Kerrigan Dealer Survey was conducted by Kerrigan Advisors, who polled 650 anonymous dealerships between June and October, seeking to determine which ones are the most and least trusting of their respective automotive brands. In that regard, Ford ranked at the very bottom as nearly half – 48 percent – of its dealers said that they don’t trust the automaker. These results are “consistent with the expectation of a decline in future Ford franchise profitability due to the OEM’s EV/future retailing strategy.” Kerrigan noted.
The most trusted brand in this year’s Kerrigan Dealer Survey was Toyota – which 72 percent of dealers say is trustworthy – followed by Lexus (56 percent), Subaru (55 percent), Honda (36 percent), and Porsche (31 percent). On the flip side, the least trusted brands based on dealer feedback are Ford at the aforementioned 48 percent, followed by Nissan (43 percent), Lincoln (40 percent), Stellantis’ Dodge-Jeep-Ram-Chrysler conglomerate at 39 percent, and Infiniti (37 percent).
In response to this survey, Ford released a statement noting that its dealers are “important strategic partners and we are always listening and making adjustments. Working with our dealers, we have made recent beneficial changes to address dealer feedback and improve franchise value.”
We’ll have more on the Model e Certified program soon, so be sure and subscribe to Ford Authority for continuous Ford news coverage.
Along with several of its lineup mates.
Amid weak demand in that market.
Though we imagine that all-wheel drive will be offered, too.
It's number 18 of the 40 built in total.
The Italian company blows away everyone else in that regard.
View Comments
Yet another black eye for Ford, although I hate to say it, but I bet a lot of those dealers not allowed to sell EVs are pretty pleased that EVs are not clogging their lots right about now. Survey needs updating.
When Ford treats its dealers like an annoyance that they would rather be rid of, what other result could you expect?
When the dealers treat the customers terribly (i e, markups, poor service, all the stereotypical car salesman games like "let me ask my manager", and even selling ordered vehicles out from under a customer), it makes sense that Ford wants to distance themselves from the dealers. The dealers ruin Ford's reputation more than their own. Not completely sure that eliminating dealers will be a lot better for us car buyers, but at this point the experience is already horrible, and most of the blame falls squarely on the dealers.
Exactly. Some, not all of the Ford dealers I've dealt with have a ZERO trust score from me. Abusive sales tactics, uninformed sales people, backed up repair facilities, incompetent service writers, poorly trained techs, some of their dealers would be selling vacuum cleaners if the weren't making a killing marking up Bronco's and Mustang's by 5k over sticker. I never understood the carrot and stick approach in business. Carrot, Big carrot or No carrot is more appropriate but telling a dealer you cannot sell what was projected to be 50% of the portfolio is asking for a lawsuit. Reward the good dealers handsomely, trumpet their CSI scores and give them priority in ordering hot models. Do nothing for the bad dealers but don't penalize. They'll get the message soon enough.
In fairness, consumers don't trust Forduch anymore either. So I wouldn't be surprised that the dealers don't trust them.
Why don’t they trust them and how do you know that? I’ve always had great experiences with Ford as have people I know. In fact, I don’t know anyone that doesn’t like them.
Mr Bosko, I've owned 5 Ford vehicles none newer than 2007. No problem with them just routine maintenance items. Recently my daughter a single mom with 2kids and myself purchased a 2016 ford edge with eco boost 2.0with a bad block design. And No help from Anyone at Ford ,integrity ,a quality product,? no thanks Ford
Considering Fords outlook on EV is completely off the mark and considering how Ford pays their dealers on EV units sold can't say I blame them. Give it another year and this percentage will grow even higher. Ford needs to wake up. Stop putting all their eggs in the EV basket and work with their dealers rather than against.
25% of the larges market in the US California now buys EV's and its growing. Before long it will be 35 then 45. What is selling less? ICE cars. Just because Ford failed to make an EV at scale, first time around, doesn't make the idea wrong.
The percentages of EV sales are falsely propped up by the big green lie, government regulations and financial incentives. EV’s cannot compete with ICE on a level playing field.
You mean the playing field with 50+ years of oil subsidies? Makes EV tax rebates look child's play lol
dsjkfadldksdsfsdafsa
I think Ford dealers should be thinking of the bad taste in the mouth they left their buyers. Marking trucks up way over MSRP has jaded many and as EV's slowly take over they will feel the pain. The number one market in the US California is now buying 25% EV. Good luck as your numbers dwindle and your doors close. Those people who sold buggy whips didn't see it coming either.
Bob may we call you? California is not a recognized state in THE USA so your EV statement is moot.
Actually we are recognized and there are 40 million of us and we are the fifth largest economy on our own. Due to this, we unfortunately have a lot of pull in the US, more than any state, especially in economics. I say unfortunately because I despise the insane politics here and believe our politicians have ruined our state but regardless my statement is true.
And the dealers are left to try to explain why so many cars get recalled. Unfortunately the dealers are the “face” of Ford to these disgruntled customers. Caught in the middle
GO WOKE!!!
GO BROKE!!
Henry must be spinning in his grave near redline!!
No Reason to Trust this Brand as a Consumer !
What's funny is that the crappiest dealer brands are the same ones that don't trust their respective brands ... Ford, Dodge, Nissan are full of charlatans consistently ripping off their customers who rightfully don't trust them either!
Surprise, the shady people have trust issues. No sympathy for the dealers, I had to fight against markups, use multiple dealerships to have many parts fixed because dealers would give the runaround or ignore the issues, I can't say they have made any bit of my experience worth while. Go 3rd party online and cut the dealers, they do nothing but lie and scam anyways.