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

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.

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