Lincoln Wants Dealers To Spend $900,000 To Support EV Sales

Kevin Williams
by Kevin Williams

Ford wants Lincoln dealers to pay a pretty penny to make the transition to EVs.

Initially reported on by Automotive News, the details of Lincoln’s EV plan have come to light. Although much different than Ford’s small window of opportunity it offered dealers, the Lincoln plan is still very much expensive. Top dealerships may need to pay around $900,000 just to bring Lincoln up to its EV standards.

The lofty requirements revolve around dealership training and the installation of chargers. The dealerships are divided into two tiers; the upper high-performing dealerships must install two DC fast chargers, and seven level 2 chargers. Lincoln says these dealerships that are in the top 130 markets are responsible for 90% of all Lincoln sales. The remaining dealerships can get away with a mere $500,000 investment, which would cover one DC fast charger, and only four level 2 chargers.

Interestingly enough, Lincoln currently doesn’t have a single full EV vehicle, and likely won’t for some time. Still, the brand is putting in the work for future EV buyers, crafting infrastructure for the inevitable product shift to electrification. Ford isn’t pulling a Cadillac though, meaning, it won’t be buying out dealerships uninterested in selling EVs or wanting to invest in EV infrastructure. Lincoln dealerships can continue to maintain their franchises solely by selling gas vehicles.

Lincoln hopes to court new, younger buyers interested in electrified vehicles. You can’t do that without the infrastructure, though. Lincoln might not have any full BEVs on the market yet, but its gentler approach to allowing its dealers to choose their own way for BEV support might work out better for the consumer compared to Cadillac’s all-in, or nothing approach.

Become an AutoGuide insider. Get the latest from the automotive world first by subscribing to our newsletter here

Kevin Williams
Kevin Williams

Kevin has been obsessed with cars ever since he could talk. He even learned to read partially by learning and reading the makes and models on the back of cars, only fueling his obsession. Today, he is an automotive journalist and member of the Automotive Press Association. He is well-versed in electrification, hybrid cars, and vehicle maintenance.

More by Kevin Williams

Join the conversation