Lincoln Gives Dealers an ‘Invest or Go’ Ultimatum Regarding Electrification
• Lincoln has told its dealers to make a choice: invest in electrification or dissociate themselves from the brand.
• The required investments will range from $500,000 to $900,000 USD, depending on the size of the market where the dealership is located.
• Ford had issued a similar ultimatum to its dealers.
• Lincoln is expected to complete its all-electric shift by 2026.
We saw it with Cadillac and Buick, and now it's Lincoln's turn to give its dealers an ultimatum. As part of what is in effect an ‘Invest or Go’ demand, dealers are being told they’ll need to get onboard with investing in an update of their facilities and manpower to sell electric vehicles, or else end their association with the brand.
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