Ford Seeks Input from Dealers During Move Towards Electric Vehicles

Ford Motor Company executive Elena Ford has been hitting the road to engage with dealers and gather valuable feedback on the brand, with a focus on quality and affordability.

In her role as the chief dealer engagement officer at Ford Motor Company, Ford recently kicked off the Ford “engagement tour” in Dearborn, Mich., where she met with dealers and listened to their thoughts and concerns. The tour will continue with stops in Atlanta, Dallas, and Los Angeles through May, allowing executives to connect with dealers in different markets.

The initiative was driven by the Ford dealer council, who have expressed dealers’ pain points to Ford executives, including floorplans and electrification. The goal is to enhance dealer sentiment and improve communication, with a focus on simplifying processes for dealers.

Ford emphasizes the importance of dealers in the community and the role they play in providing a seamless customer experience, both during and after the purchase process. Ford stands out as the only full-line automotive manufacturer offering complimentary pickup and delivery mobile service, which has been well-received by customers.

As the automotive industry evolves, Ford recognizes the changing needs and expectations of customers and works closely with dealers to meet those demands. The company is committed to offering a range of choices, including electric vehicles (EVs), and is focused on making EVs more affordable to drive the electrification transition forward.

Ford solicits feedback from dealers on customer response to EVs and stresses the importance of infrastructure investment for the success of electrification and brand modernization. Dealer input is seen as invaluable in shaping the future direction of Ford Motor Company.