Tesla Set the Model for Selling EVs; Ford, VW and Others Want to Follow

Auto executives view the pivot to EVs as a chance to modernize the entrenched way cars are priced and sold; dealers are wary, worried car companies are trying to muscle in on their business

Traditional car companies desire more online orders and fixed pricing, while dealers see a threat to their role

Ford and GM recently introduced their first electric pickup trucks. WSJ auto reporter Mike Colias breaks down the different strategies the two legacy auto manufacturers are pursuing to bring their electric vehicles to market. Photo Illustration: Alexander Hotz/WSJAs car companies go electric, some are trying to wrest control from dealers on how those vehicles will be priced and sold, aiming to make the experience closer to the direct-selling model used by Tesla Inc.

Ford Motor Co. executives recently outlined plans for a system in which dealers wouldn’t stock any EVs on their lots, but rather customers would place factory orders at a no-haggle price. The dealership is still involved but mostly to deliver the vehicle.

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