During Ford's Capital Markets Day presentation, company CEO Jim Farley announced the automaker was going to transition to set, non-negotiated prices for its electric vehicles.
"We're matching these vehicles with a modern and simple customer experience that starts with one major breakthrough, non-negotiable price. Our dealers can be a competitive advantage as we work together to lower distribution costs. We're going to reduce physical inventories dramatically in Model e, and deploy a new marketing model that focuses on loyalty and customer communication and building a community rather than spending billions on TV advertising and broadcast media," Farley said.
