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Ford Bets Big On New Bronco
Ford Bets Big On New Bronco
Ford has already received around 160,000 reservations for the reborn off-roader.
It's been over two months since the 2021 Ford Bronco debuted, but it's already clear the reborn off-roader is going to be a huge success for Ford. Just hours after it debuted, the Ford Bronco First Edition sold out, while reservations for the Bronco and Bronco Sport reached 165,000 in August.
Reserving a Bronco requires customers to place a refundable $100 deposit. In reality, not all of these reservations will convert into sales, but Ford is confident that the majority of customers will commit to buying the off-roader when deliveries are due to start.
Speaking with Automotive News, Ford's vice president of marketing, sales, and service, Mark LaNeve, said he expects "over 75 percent" of Bronco reservations to translate into sales.
According to the publication, Ford recently shared a video with its US retail network showing the allocation process. Pre-production of the Bronco has also started Ford's Michigan Assembly Plant in preparation for the first customer deliveries in late spring 2021. Before then, Ford's customer build and price website for the new Bronco will go live by October. The Blue Oval automaker is also urging dealers to convert customer deposits into sales from December, as well as confirming accessory options and financing options.
Once these details are finalzed, customers will find out when they can expect their Bronco to be delivered by Q1 2021. While deliveries of the new Bronco will start next spring, some customers may have to wait until 2022 due to the off-roader's high demand. According to LaNeve, Ford's dealer allocation for the new Bronco will depend on previous SUV sales performance, market size, and the number of converted orders.
"We're really trying to have an equitable and fair process for allocating to dealers," said LaNeve. "We have dealers that will get hundreds of Broncos allocated to them in 2021 and you go from there. Bigger dealers with lots of reservations will generate the most allocation, but we're going to try and take care of every dealer who has reservations."
