The Ford Bronco is a huge hit as the company has already received more than 125,000 reservations and roughly 70% of them are from conquest customers.
While that’s good news, the Bronco’s launch has been anything but smooth.
After its introduction was initially delayed due to the coronavirus pandemic, Ford had to reschedule it again after it was pointed out the planned date coincided with O.J. Simpson’s birthday. The problems didn’t end with the unveiling as customers have been treated to delays and problematic hardtops.
The latest twist is Ford’s decision to stop accepting online reservations. The move was first reported by the Detroit Free Press, which obtained a memo the automaker sent to dealers. It said the company had “paused the creation of new [online] reservations for Bronco vehicles” and “the decision to pause reservations is due to the high number of Bronco 2- and 4-door model orders and current commodity constraints.”
Also Read: Ford Bronco Returns To Blow The Jeep Wrangler’s Doors Off
The memo went on to say people are encouraged to work directly with dealerships as they can “best guide if a customer may be able to get a stock vehicle that’s already built or scheduled.” The memo added deliveries of Broncos ordered today might not arrive until next year.
The change has been reflected on Ford’s website as Bronco customers are now greeted by a message saying, “Interested in getting into a Bronco? Contact your local Ford Dealer for more details on options and timing. Due to the high number of Bronco 2- and 4-door orders, Bronco deliveries will extend through the 2022 calendar year.”
However, this is only temporary as the memo said the company will “communicate a plan to reopen reservations when available.” It added the change was a result of feedback from dealers, who have been swamped with customers eager to get a Bronco.
It’s believed the pause in online reservations will give Ford a little bit of breathing room and a spokesperson told the paper, “Sometimes dealers have a better line of sight” as “there might be one [Bronco] coming, a soft top, that could be here next week.” To some customers, that’s better than waiting months for their ideal vehicle.
H/T to Autoblog
