Ford has arguably suffered the most from the current dealer markup practices across the country. Over the last two years, it has introduced several high-profile models like the Bronco and Bronco Sport, Mustang Mach-E, and the F-150 Lightning. It has now issued the sternest letter yet, aimed at brokers and resellers.
The F-Series has been hit particularly hard. Ford's 2022 F-150 consignment is already sold out.
So far, Ford has issued two stern warnings to its dealer networks. First, Ford's CEO, Jim Farley, sent a severe warning to its dealer network. Following that, it implemented a more strict name-match policy which required a customer name to be attached to a vehicle before it was allocated.