Ford launches Mach-E and F-150 Lightning referral program to boost sales

Ford has introduced a new referral program in an attempt to boost sales of their electric vehicle (EV) lineup. Called the Model E Customer Referral Program Private Offer, customers can get a discount on the 2023 and 2024 Ford Mustang Mach-E and F-150 Lightning.

According to CarsDirect, the Model E Customer Referral Program offers a $500 discount off the purchase price of Ford’s consumer EV models. The program operates similarly to Tesla’s referral program in that existing customers, or “advocates” as they are referred to in the dealer bulletin, can provide potential buyers with a “valid private offer certificate.”

This certificate includes a unique code to redeem the $500 discount.

The program is only for a limited time, launching on March 4, 2024, and running until July 1, 2024. It is also only available in certain states in the US, including California, Michigan, Florida, Virginia, Washington, North Carolina, Pennsylvania, and New York.

These limitations suggest Ford is testing the waters, gauging the program’s impact and effectiveness before considering a wider rollout.

Ford’s venture into the referral program territory is noteworthy, as the automaker is facing waning demand for their EVs. Tesla has significantly benefited from its referral program, effectively harnessing the power of word-of-mouth promotion to enhance brand visibility and sales volumes, and becoming the industry leader in the EV market.

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