Here’s a quote from Farley himself showing exactly what we’re talking about: “We’ve got to go to a non-negotiated price. We’ve got to go 100 percent online. There’s no inventory, it goes directly to the customer. And 100 percent remote pick up and delivery.” This new fixed-price model means that Ford sells cars for what they’re worth, exactly at MSRP plus whatever options you order.
Understandably, that’s an attractive premise to buyers that have spent the last two or more years hunting a new car while dodging more dealer-shaped bullets than Neo. Ford’s drastic restructuring of its dealers is working, but what happens to those dealers in the long term is anyone’s guess.