Ford Motor Company is serious about offering more electric cars in its lineup. The Ford Mustang Mach-E and the upcoming F-150 Lightning are impressive products. However, the company’s approach to actually selling these products is leaving some customers frustrated and looking elsewhere. While short-term sales seem good right now, the long-term impact may not be.

The first issue is that on these EVs Ford has moved to what it calls “e-invoice” pricing; this means that the invoice price (or dealer cost) and MSRP are identical.

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Ford Wants To Compete With Tesla On Pricing, Dealers However Want Profit First

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