Ford is offering customers $1,000 to wait for new vehicles as it battles with an inventory shortage.
The car manufacturer is offering what it calls a $1,000 ‘Retail Order Bonus Cash Certificate’ on most new-car orders made through July 6. Popular models such as the F-150 and Bronco Sport are eligible for this cash certificate, but the likes of the Mustang Mach-E and Bronco are not.
The incentive is also available retroactively on orders dating back to April 1.
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In a letter sent to dealerships and viewed by Cars Direct, Ford revealed that it is doubling the cash incentive from $500 for vehicles not currently in stock due to ongoing shortages. The Blur Oval is also giving dealers up to $250 in dealer cash toward new vehicle orders that they receive.
This $1,000 cash incentive will be music to the ears of customers who have seen prices rise due to the demand caused by semiconductor shortages and dealers hitting models like the Bronco Sport with markups as high as $10,000. Ford managed to sell 37,212 examples of the Bronco Sport in the first six months of the year and in April alone, it shifted 13,856 units.
