Also at issue is Ford’s requirement that participating dealers install customer-facing fast charging at their dealerships, ostensibly to support EV customers while third-party charging networks develop. While this requirement might please Wall Street analysts as it creates a corollary with Tesla’s charging network, it does so at dealer expense and with no financial assistance from Dearborn. It also vastly overestimates consumer interest in spending time at a dealership when not buying a vehicle or having it serviced.
Compare Ford with some of its competitors.
Cadillac offered buyouts to its dealers who didn’t see a return in their future from a transition to an all-electric lineup, while 99 percent of Volkswagen’s U.S. dealers signed up when the brand offered to subsidize up to half of the cost of upgrades.
Ford executives would be wise to rethink their Model e strategy, and perhaps adopt some best practices on being good partners from competitors facing similar transitions.