As part of its electrification push, Ford created an EV certification program for its dealers in 2022, which required significant investments and building modifications. The automaker later canceled the program, and now, it’s reimbursing dealers for some of their costs related to EV charger installations and other expenses.
Ford retailers could receive as much as $240,000 over the coming years. The certification program essentially forced dealers to make the investments, requiring them to gain access to sell and service the full line of Ford EVs. Dealer compensation will be calculated based on the number of Level 3 chargers they installed and their EV sales volume.
Automotive News obtained a dealer bulletin that noted reimbursements of up to $80,000 per Level 3 charger installed, which includes bonus money for EV sales numbers. Another option includes the same maximum per-charger payout with a slightly different per-vehicle amount. Both could reach $240,000 in total compensation. Dealers who don’t want to participate in the sales compensation portion of the program can opt for an immediate payout of $40,000 per Level 3 charger, which tops out at $120,000 in total possible payments.
Ford nixed the certification program in the middle of 2024 after it received a wave of negative feedback from dealer associations, including lawsuits. The automaker will minimize the required spending in the future, only asking dealers to invest in virtual Ford University training programs and a small number of less costly Level 2 chargers.
[Images: Ford]
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