Ford is ending a controversial dealership program that required investments of up to $1 million to fund EV chargers and training.
The Blue Oval is ending its controversial EV dealership program less than two years after it was first announced, Ford Chief Operating Officer Marin Gjaja told reporters Thursday, according to CNBC.
The program, first announced in September 2022, asked dealers to spend between $500,000 and $1.2 million to become"EV Certified." The steep price included expensive DC fast-chargers for dealer lots to double as charging locations and EV training for staff. EV sales have slowed down in the past year. They are still on the rise but at a slower rate than the boom in growth that happened between 2020 and 2022. With wealthy early adopters largely sated, car companies are now trying to entice a new group of EV shoppers who are more frugal and practical.
Since then, Ford and other major automakers have gone back to the drawing board on their EV strategies.
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