Ford offers some on Bronco waitlist $2,500 to buy something else

Marketing

DETROIT — Ford Motor Co. is attempting to clear a backlog of unfulfilled Bronco orders by offering some people on the waiting list a $2,500 discount if they switch to a lower-priced trim or another nameplate altogether.

The automaker says those who ordered a 2023 Bronco Wildtrak can receive the discount by switching to a Big Bend, Outer Banks or Badlands trim without a molded-in color hard-top roof, Sasquatch package or Lux package.

Alternatively, customers can get the same discount by choosing another Ford vehicle. The automaker says customers can opt for any 2022 or 2023 in-stock model or elect to order an Escape, Bronco Sport, Edge, Explorer, Expedition, Ranger or F-150.

If customers do not take any action and their Bronco cannot be delivered during the 2023 model year, Ford says the order will be canceled. If those customers still wanted to buy a Bronco, they would then have to order at 2024 model-year prices, a reversal of Ford’s prior commitment to price-protect orders that got pushed into the next model year.

The automaker notified dealers of the options this month in a “2023-Model Bronco Cancel Order & Purchase Replacement Offer” bulletin, which was first reported by CarsDirect. Ford has since sent emails to customers explaining their options.

“We are working hard to deliver every reserved or ordered Bronco to customers,” a Ford spokesman said in an emailed statement.

“Due to ongoing supply chain challenges, we are notifying a small number of existing Bronco reservation and order holders that they can receive a 2023 model year Bronco if they remove certain constrained features, including the Sasquatch package, Molded in Color Hard Top and Lux Package. Customers who remove constrained features are expected to receive a 2023 model year Bronco along with a $2,500 rebate toward purchase or lease in addition to existing MSRP price protection they may have.”

The offer is Ford’s latest attempt to appease buyers as it struggles to keep up with demand for the off-road SUV, which went on sale in 2021.

The launch initially was marred by supplier quality issues that delayed production, and the global microchip shortage caused further manufacturing backlogs, resulting in many Broncos sitting in holding lots for months awaiting parts.

Ford has tried to keep customers engaged by showering them with branded gifts, such as posters, hammocks and backpacks. Ford also had promised not to increase prices on existing orders through the 2023 model year.

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