The chairman of Ford's dealer council thinks the automaker's push toward electrification may be a leap of faith for many customers.
Ford this year doubled down on its investment in hybrid and battery electric vehicle technology, vowing to spend $11 billion by 2022 and introduce 40 electrified models globally. After the announcement made at the Detroit auto show, Executive Chairman Bill Ford admitted it may take some time for consumers to feel comfortable with EVs.
"We're all in," Ford said. "And the only question is will the customers be there with us?"
Todd Dyer, chairman of the Ford National Dealer Council and general manager of Marshal Mize Ford in Hixson, Tenn., isn't sure they will be.
"Some markets are absorbing this information and can't wait for it to come," Dyer said. "Other markets probably find it interesting, compelling, but aren't ready to go that way. But I think as manufacturers, you have to be ahead of what's going on."