Ford is confident that the vast majority of the reservations it has secured for the all-new Bronco will translate into actual sales.
Soon after the unveiling of the 2021 Bronco, Ford started accepting reservations for the off-roader, which required refundable deposits of just $100. As of August, roughly 165,000 reservations for the Bronco and Bronco Sport had been made. Speaking with Auto News, Ford’s vice president of marketing, sales and service, Mark LaNeve, said he expects “over 75 per cent” of these reservations to translate into sales.
Last week, the automaker shared a video with its U.S. retail network detailing the allocation process for the new off-roader. It also confirmed that pre-production of the Bronco has started at its Michigan Assembly Plant and that the first deliveries are scheduled to start in late spring of next year.
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The build-and-price site for the new Bronco will go live in October and, starting in December, dealerships will start to work with customers to convert their $100 deposit into an actual order while also confirming any accessories, the final price and financing options. Ford will then be able to offer customers an expected timeframe for when they should take delivery of their new Bronco late in the first quarter of 2021.
LaNeve added that dealer allocation will depend on a number of factors, including a retailer’s previous SUV sales performance, its market size, and the number of converted orders at the store.
“We’re really trying to have an equitable and fair process for allocating to dealers,” LaNeve said. “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.”
