Ford is sunsetting its controversial Model e certification program. The move effectively doubles the amount of dealers that sell electric Ford vehicles. It's drawing both commendation and condemnation from dealers. In late May, Ford asked its Model e certified dealers to pause investments. The subset of dealers had certain exclusive rights to sell electric Ford vehicles. Today, the automaker announced that it's sunsetting the program altogether.
Before we tried to create focus because we were supply-constrained. But we aren't anymore. Based on what we knew at the time, we think it was the right call, he said. We believe we're pivoting at the right time to take advantage to what's happening in the market. The market's changed. It's humbling, but the most important thing we can do for our dealers and our business is to change with it, and not just keep pounding away with the same strategy.
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