The program known as Model e Certified was designed to help Ford dealers better compete with EV-only rivals, which sell those types of vehicles online and with fixed pricing. However, the program was met by significant backlash from the start, largely because of the big financial investments required of Ford dealers that wished to participate, much of which involved the installation of EV chargers. FoMoCo ultimately opted to scrap the Model e Certified program in the U.S. and Canada as a result, and has since begun reimbursing Ford dealers that have installed chargers. Now, those same entities aren’t expected to spend much on future EV-related expenses, in general.
According to Automotive News, Ford dealers are now being asked only to invest “a minimal amount of money” on two Level 2 EV chargers each plus adapters, as well as Ford University training. Ford University launched back in May 2024 as a digital and video-based platform that’s available 24 hours a day, seven days a week, and contains a personalized data-driven dashboard for each employee, virtual coaching, and a cinematic content library. It stems from a desire to not only make dealer employees product experts, but also, to help them keep up with ever-changing technology and the launch of new products as well.
For now, it’s unclear what sort of new training requirements will be required of dealers, but the curriculum will reportedly include details on the safe handling of high-voltage equipment, such as what’s present in EVs. Dealers were previously expected to have at least until the end of Q1 2025 to complete those new training modules.
Ford’s decision to scrap its Model e Certified program has seemingly paid off in terms of regaining the trust it lost from its dealer network, with a recent study showing massive improvements in that area as of late. Meanwhile, Ford is shifting its focus toward hybrids – which continue to sell quite well – and plans to offer some sort of hybrid option throughout the entire ICE-focused Blue lineup by 2030.
Comments
It seems that Toyota got this market analysis correct. Too bad other competitors didn’t. Oh well, better late than never!
1/23/25
Is there any update to the replacement of the battery for the 2019 Ford Fusion Energi Titanium? Seems that we’re the forgotten customers
With all the Ford production of EV vehicles and hybrids since 2019, who have gotten their batteries how come the 2019 Ford Fusion customers have to wait till this summer before they get their batteries? There has been relatively no update communication along the way since 2019. I, for one, would like to receive some information that we are guaranteed the replacement to begin this July. Surely Ford can move the timetable up by a few months! Sure would be nice, too, if we could get some kind of a courtesy reimbursement check for the extra gas we’ve had to buy all these years. Thank you.
Respectfully, Mrs. Ogle in Oregon 503-705-6544
Until I can buy a hybrid that can be confidently (by me) expected to start every day, I don’t intend to buy another one for a very l o n g time.