Ford is so eager for customers to buy vehicles that it has in stock that it is offering discounts to those that do just that.
In a letter sent to dealerships, Ford says it will give a $2,000 discount for anyone who forgoes a custom order and instead buyers an in-stock vehicle. Only those with an unscheduled 2021MY retail order are eligible for the discount.
The only models not eligible are the Bronco, Maverick, F-150 Tremor, F-150 Lightning, and E-Transit, Cars Direct reports.
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This discount is considered as a private offer by Ford meaning it isn’t being advertised and, as mentioned, will only be offered to those who already have an order in the system. The discount also comes just a few months after Ford started offering customers a $1,000 discount for willing to wait to take delivery of new vehicles rather than purchasing vehicles already in stock.
In other news, Ford announced earlier this week that it will punish dealerships who sell Bronco models to individuals who haven’t placed a reservation for the off-roader. Ford’s policy requires dealers to sell at least 60 per cent of their Broncos to reservation holders. If a dealer fails to comply on three separate occasions, they will forfeit three months of Bronco allocations.
Dealerships can appeal any alleged violations, though, if they meet certain criteria. For example, if a family member ends up buying a new Bronco rather than the reservation holder, the dealer won’t be punished.
