- Jun 4, 2026
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Someone at a Ford dealership reached out to raise concerns about how FordDirect structures its certified vendor and Co-op reimbursement program. Their core argument is that the program is locked into an older model and hasn't kept up with where the technology is going — particularly around AI-driven tools and real-time data.
To back it up, they built their own dealership website using AI and live inventory feeds, and say it outperforms the certified vendor's site on measurable metrics. They brought this to FordDirect leadership directly and heard nothing back.
The submission also includes what appears to be a confidential internal white paper — marked as such and addressed to named FordDirect executives. It lays out criticism of the vendor certification framework, describes friction with two certified vendors over unresolved technical and SEO issues, and proposes moving to a more open architecture.
It sounds like things have been ignored.
To back it up, they built their own dealership website using AI and live inventory feeds, and say it outperforms the certified vendor's site on measurable metrics. They brought this to FordDirect leadership directly and heard nothing back.
The submission also includes what appears to be a confidential internal white paper — marked as such and addressed to named FordDirect executives. It lays out criticism of the vendor certification framework, describes friction with two certified vendors over unresolved technical and SEO issues, and proposes moving to a more open architecture.
It sounds like things have been ignored.
