June 2, 2022 – The Ford brand will transition to exclusively online, fixed-price, delivered-to-your-door sales for EVs, CEO Jim Farley said, in a statement reported by USA Today.
“We’ve got to go to non-negotiated price. We’ve got to go 100 percent online. There’s no inventory [at dealerships]; it goes directly to the customer. And 100 percent remote pick up and delivery,” he said during Bernstein’s Annual Strategic Decisions Conference, the paper reported.
The fixed-price model has been tried by countless new car dealerships, used-car chains, and even manufacturers like Saturn. Yet it was Tesla that showed that a successful automaker could fully rely on fixed-price sales. It’s unclear if Ford also plans to implement this sales strategy shift for its non-EV products.