2021 Ford Bronco Gets Over 125,000 Orders

Published on March 26, 2021 in News by Guillaume Rivard

More than 125,000 of the 190,000 reservations Ford has received from prospective 2021 Bronco customers in the U.S. and Canada since last summer have been turned into official orders, the automaker has revealed. That makes roughly two out of three.

It’s also possible many reservation holders that have not yet converted them into a 2021 Ford Bronco order may be waiting for a 2022 model. 

"We're very excited and pleased with the conversion rate and very humbled in terms of the demand that's out there. So, now we're just focused on trying to get these customers their Broncos as soon as possible," Mark Grueber, Ford's consumer marketing manager, told The Detroit News.

Production is slated to ramp up at Michigan Assembly Plant in Wayne in the coming weeks, with the first deliveries to take place in June.

Photo: Ford

Grueber also said about 70 percent of orders were for higher-price trim levels, mostly four-door models with a V6 engine.

Unfortunately, like we told you in a previous story, some customers will have to wait until 2022 to get their Bronco (just how many is still unclear). That’s the case with people who ordered a unit featuring a painted modular hardtop supplied by Webasto, which has been hit by delays caused by the COVID-19 pandemic.

Photo: Ford

Ford has come up with ways to compensate these customers, mind you, including up to 200,000 FordPass reward points (approximately $1,000 in value) that they can redeem on service work or to buy accessories for their vehicle. There’s also a price protection program that guarantees customers their price will not increase if they have to wait until 2022.

Ford said it is boosting its investments with suppliers and working more closely with them to ensure the necessary parts are available on time. Strong demand also has the company looking at potentially increasing production, Grueber admitted.

The Detroit News reports that customers will be notified no later than May on what their expected delivery window is.

Photo: Ford

Ford encourages anyone else interested in the Bronco to visit its website to make a reservation and thus secure their spot on the waiting list.

The 2022 model is expected to offer new roof options, exterior paint colours and other new features. More details about those will be announced at a later date.

Watch: 2021 Ford Bronco interior overview

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