Ford CEO Jim Farley will meet with dealers next week in Las Vegas to describe changes to the sales process for its electric cars.
, in 2021, General Motors spent nearly 2.7 billion U.S. dollars on advertising in the United States. Ford ranked second at $2 billion, while Stellantis, Toyota, and Honda each spent around $1 billion each.
The “build to order” model goes against one of the most time-honored laws of sales — the “you can’t sell from an empty wagon” concept. Customers looking for shirts or skirts or peas or cookies expect to see a cornucopia of products for sale when they go shopping. They like to see and touch the merchandise — squeeze the peaches and pull back the husk of an ear of corn to see if it looks good before they buy it.
The dealers say they expect Farley to outline minimum investments for charging stations and other equipment to support electric vehicle customers. They want to know how quickly they will be required to install chargers, which can cost as much as $500,000, depending on the type and number of chargers specified.
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