Ford told dealers that participating EV retailers would have to agree to fixed pricing, effectively doing away with the nasty practice of markups. The Blue Oval has had a big problem with dealerships placing market adjustments on high-demand EVs, damaging the brand’s reputation. But dealers are not happy.
At the time, Ford said the program was entirely voluntary and noted that dealers could opt-in to the Ford Model e programs at a later date. Ford used this same argument in court, adding that non-participating dealers can still sell and maintain gas-, hybrid, and plug-in hybrid vehicles.
Marty Gunsberg, spokesperson for Ford Model e, told Automotive News via email that “the purpose of the voluntary Model e Program is to make sure that Ford and Ford dealers are serving and exceeding our EV customers’ expectations and to ensure those customers receive an unparalleled purchase, service, and ownership experience.”