On the Dash:
- Ford will add 106 regional zone managers to directly support small-volume dealers.
- The initiative aims to improve allocation, warranty handling, and dealer access to field support.
- Ford views U300 dealers as a critical driver of U.S. sales growth moving forward.
At the NADA Show meeting for Ford dealers who sell fewer than 300 vehicles a year, on Feb 3, executives promised to invest more than 100 dedicated field support zone managers to improve service and operational support for retailers.
The automaker announced the initiative during the 2026 NADA Show in Las Vegas, outlining plans to add 106 zone managers across its 21 U.S. sales regions. The field-based staff will assist dealers with vehicle allocation, warranty claims, and scheduling issues, areas where smaller stores have historically had limited access to hands-on support.
Previously, low-volume dealerships often shared field resources with larger retailers or relied heavily on remote call centers. Ford said the new structure is designed to provide more consistent, localized assistance and reduce friction in day-to-day operations.
Mark Fox, chairman of Ford’s U300 National Dealer Council, alluded that the addition of regionally based managers represents a meaningful improvement in dealer support and reflects months of collaboration between the council and the automaker. He noted that once the program is fully implemented, each zone manager will oversee roughly 25 dealerships.
Executives also said that the new managers will be located near the dealers they serve and will be equipped with the same tools and resources available to field staff supporting larger stores, including the ability to conduct in-person visits.
Rob Kaffl, Ford’s director of U.S. sales and dealer relations, implied that the company views the investment as essential despite the added cost, particularly as Ford looks to sustain sales momentum and strengthen its dealer network, according to Automotive News. He emphasized that small and rural dealerships are a key part of the company’s growth strategy.
Moreover, executives said discussions at NADA centered on building on gains from 2025 and expanding opportunities across core models such as the F-150, Explorer, Bronco, and Bronco Sport.
