- Ford still can’t build enough Broncos, and the issue won’t go away if our reading of the tea leaves in “2023-Model Bronco Cancel Orders & Purchase Replacement Offer” is correct.
- The letter, which Ford recently sent to dealers, says customers can get a $2500 discount if they order a different Ford model before early April.
- Another option is to convert to a lower Bronco or lower content by removing the “constrained commodity.”
Ford has a problem, and it thinks $2500 might make it go away. The problem—admittedly, a nice-to-have—is that demand for the Ford Bronco has remained strong since the Jeep-esque off-roader debuted in 2021. But, supply chain and production challenges have meant Ford has had to repeatedly delay Bronco orders. Now, Ford will force, in Ford’s words, “a small number of existing Bronco reservation and reservation holders” who ordered but have not yet received their 2023 Bronco to choose between four options, none of which will result in these customers getting the vehicle they ordered .
First reported by Cars Direct, Ford has sent out an incentive bulletin to dealers offering anyone ordering a 2023 Bronco a $2500 discount if they switch to another Ford model. The 2023 Model Bronco Purchase Cancellation & Replacement Offer says Ford is willing to provide “additional incentives to cancel their current 23MY Bronco Orders and retail orders of eligible 23MY Ford vehicles,” according to Cars Direct. Customers can get a discount if they trade up to one of seven other Ford models before April 3. The list of eligible non-Bronco vehicles includes the Escape, Bronco Sport, Edge, Explorer, Expedition, Ranger, and F-150.
The Mustang Mach-E, F-150 Tremor, and Raptor don’t seem to qualify.
Ford told Car and Driver that the root of the problem is, unsurprisingly, ongoing supply chain challenges. The missing parts mean that certain “blocked features” such as the Sasquatch and Lux packages and the Molded in Color Hard Top, will not be available to My Bronco 2023 customers who ordered them and have not yet received their vehicle.
“Customers who remove the curb feature are expected to receive a 2023 model year Bronco along with a $2500 rebate on purchase or lease in addition to any existing MSRP price protection they may have,” said Ford spokesman Mike Levine. C/D.
Customers who do not wish to modify their booking will have to accept one of four options. As mentioned, there is a $2500 rebate. Customers can also cancel their reservation and get their original $100 deposit back. Third, they can try to find “the right Bronco” at a dealer who happens to have one. Finally, they can cancel their order and place a new order for the 2024 Bronco.
“If we are unable to schedule the reservation or order for production, it will be canceled for the 2023 model year and their $100 reservation deposit will be automatically returned,” Levine said.
One problem with all of this is that no one can order a new Bronco at the moment. While the configurator remains active, Ford’s consumer site also says, “Due to high demand, the current model year [2023 Bronco] no longer available for retail order. Limited inventory may be available at select dealers.” There is also no way to order the 2024 Bronco through the site. Ford’s site also says, “[Bronco] supplies are limited and there are no guarantees.” You don’t say.
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