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Ford Motor Co.
F,
released strict new rules for U.S. dealers looking to sell its electric vehicles, including requiring no-haggle prices and upfront investment in chargers, in an effort to simplify a process that has long frustrated many buyers.
The Dearborn, Mich., car company said Wednesday that to sell Ford’s EVs, dealers must enroll in new programs that are designed to support the rollout of battery-powered models.
As part of the new retailing strategy, Ford is requiring dealers to invest up to $1.2 million each in store updates, including installing new infrastructure for charging EVs at dealerships.
The rules also restrict some dealers from carrying vehicle inventory on the ground and mandate nonnegotiable pricing on Ford’s website. Dealers selling EVs now must either opt into the programs or lose the right to sell these vehicles by 2024, the company said.
An expanded version of this article appears on WSJ.com.
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