After a contentious series of negotiations, Ford Motor Co. of Canada says 80 per cent of its 440 dealers have now signed up for its Model e electric-vehicle certification.
Dealers had pushed back against the program, which was a prerequisite for continuing to sell Ford electric vehicles and which Ford estimated would cost dealers $1.3 million for Model e Certified Elite or $560,000 for Model e Certified, which would result in a reduced allotment of EVs to sell. The investment covers charging stations as well as sales and service training.
The program, which was first discussed with dealers in spring of 2022, was poorly received from the start. Ford had set a Dec. 16, 2022, deadline to sign up, then pushed it back multiple times before the most recent deadline of Feb. 24, 2023. At one point, an undisclosed number of dealers retained a Toronto lawyer, Shaun Laubman, but neither side disclosed whether legal action had been initiated.
Small and rural dealers felt the investment is too large in markets where sales of EVs are expected to start slowly, according to some retailers.
In a statement, Ford said “338 dealers have enrolled in the voluntary Model e program during its initial enrolment window.” Those dealers who did not enroll will be limited to selling ICE and hybrid vehicles.
Of those, 226 signed up as Certified Elite, “with full sales and service capability,” and 112 chose to be Certified,“with full-service capability, limited sales and a lower investment cost.”
Among those signing up as Certified Elite is Calgary’s Marlborough Ford, though managing partner Brent Walker said the dealership’s new store, currently under construction, played a role in the decision. “If we were not building a new store, I do not believe we would be investing that kind of money,” he said.
Ford said the remaining 102 dealers “may enroll in subsequent enrolment periods.” Ford has said the next chance to enroll in the Model e certified program will be in 2027.
