Ford's Big European EV Sales Experiment Could Come To The US

Ford has announced that its European division is switching to a fixed-price sales model for its all-electric vehicles with a greater emphasis on online sales. This new business model is designed to make it easier for customers to switch to an EV and eliminate price negotiating.

According to Ford's research, 91% want an online buying experience but only if the process is "seamless," and 77% prefer fixed prices. Another 69% would like their new vehicles delivered to them at home. Ford is also introducing an "agency model" across the European continent to ensure every customer receives a consistent price whether they buy online or at a dealership.

"We're well on the way to becoming an electric passenger car brand by 2030, with a uniquely comprehensive line-up of vehicles already introduced and inspired by an understanding that EV customers see the world differently," said Martin Sander, general manager of Ford Model e, Europe.

"Our vision is to make it easier and more appealing than ever for customers to discover, buy and own the right electric vehicle for them, whether switching to electric for the first time or already an experienced owner."

Ford reaffirms it will launch ten new electric passenger vehicles in Europe by 2024. The Mustang Mach-E is already on sale, and just a few weeks ago, the Europe-only all-electric Explorer was unveiled, based on Volksagen's MEB platform. Ford outlined its new retail approach at the Bring On Tomorrow Live event in Copenhagen, Denmark, where it also unveiled the E-Tourneo Courier, pictured below.

A large number of Ford dealers across the globe are already switching to the Model e Certified or Model e Certified Elite EV certification programs. Alternatively, they could opt out and then be forced to sell ICE vehicles only. Some also remain hesitant about switching to the fixed-priced sales model, but Ford believes that will change over time.