Ford CEO says EVs will be sold 100% online with nonnegotiable price (usatoday.com)

Article summary

Ford CEO Jim Farley announced that the company will sell electric vehicles 100% online with non-negotiable prices, and plans to focus on specialized service in a changing market. The company sees potential huge profits in building an electric vehicle for ride-hailing services and predicts a huge price war in the industry. Ford will continue investing in gasoline-powered vehicles, but also spending $5 billion on battery electric vehicles in 2022. The company's distribution model is expected to change significantly, with a focus on direct-to-customer sales and remote pickup and delivery.

Main themes

• EV sales and marketing
• Automotive industry disruption
• Ford's business strategy
• Dealership model changes
• Electric vehicle adoption
• Direct-to-customer sales

What commenters say

• Ford's decision to stop advertising for EVs may not be effective, as non-Tesla EVs already face an uphill awareness battle.
• The Ford F-150 Lightning is designed to convert existing F-150 buyers to EVs, but some argue it's actually targeting a new market of affluent buyers who want a full-size domestic truck.
• Advertising is unnecessary for Ford's EVs because they are already sold out for two+ years, and the company should focus on building a direct relationship with customers.
• Dealerships may resist Ford's plan to sell EVs at a fixed price with no negotiation, potentially leading to conflicts.
• Some argue that Ford's EV strategy is too similar to Tesla's, and may not work for a company with a different target market and brand identity.
• The shift to online sales and direct-to-customer delivery will require significant changes to Ford's dealership model and marketing strategy.
• Ford's focus on specialized service and customer experience may be a key differentiator in the EV market, but it's unclear how this will play out in practice.