Ford Motor Co. has sent letters offering a $2,500 deal to frustrated customers tired of waiting for certain high-end Bronco SUVs that are on order but delayed because of the ongoing global supply chain disruption.
The letters, which landed in mailboxes mid-month, told Bronco customers they may take no action and continue to wait or accept a $2,500 rebate to change a 2023 Wildtrak order to an Outer Bank, Big Bend or Badlands series without a molded-in colored hardtop, Sasquatch package or Lux package that allows for more extreme adventure driving.
Ford spokesman Jiyan Cadiz told the Free Press on Monday. “While we’re working to deliver every Bronco, in addition to existing price protection, we’re giving customers the option to adjust their order from supply constrained trims and parts that include Wildtrak and its larger engine, Lux Package, and the molded-in-color hardtop.”
Customers may also choose to apply the $2,500 rebate to a Ford Escape, Bronco Sport, Edge, Explorer, Expedition, Ranger or F-150 pickup truck. Supplies of these vehicles are healthy and they’re available to take home.
This rebate offer, combined with moving to lower-priced Broncos, does cut into the Ford profit margin.
“We’re trying to do what’s best for the customer,” Cadiz said. “They’ve been waiting. At the end of the day, we will get them close to the Bronco they like. We’ve sold over 200,000 Broncos. We have a small holdout we need to take care of.”
The letter invites Bronco customers to downgrade their Bronco order, cancel their reservation for a refund of their $100 deposit, cancel and reorder for a 2024 model, try to find a Bronco on a dealer lot or switch their order completely to another model and apply that $2,500 to a lease or purchase.
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“If we are not able to schedule a reservation or order for production, it will be canceled for the 2023 model year and their $100 reservation deposit will be refunded automatically,” Ford spokesman Mike Levine told Car and Driver.
Considering Plan B
Customers have until March 7 to change an order to be eligible for the special offer, according to the letter posted on the Bronco6x public Facebook page with 79,100 followers.
The letter went to a “small handful” of people, Levine told the Free Press. He did not provide specific data.
Joe McCabe, CEO of AutoForecast Solutions based Chester Springs, Pennsylvania, told the Free Press Monday he ordered the Bronco Badlands edition in July 2020 planning to spend more than $61,000.
“I have since moved my order per Ford’s request two times for Model Year 2023. During that time, I have a dining room table full of parts ready to install on the Bronco,” he said. “As a Jeep owner, I’m fully committed to move to Ford.”
Despite being on a high priority list, McCabe received the dreaded letter asking him to downgrade his tires, suspension, upgraded gearing, hard top and a technology package that includes a heated steering wheel and Bang & Olufsen sound system, he said. “Throwing money at me does not fix this problem. They also sent me a Bronco calendar, a Bronco deck of cards and a Bronco flag. I’m not happy about the situation. I have all the Bronco gear and no Bronco.”
Supplies for the 2024 Bronco also remain limited.
‘Unhappy customers’
“They’ve got very unhappy customers who have ordered Broncos and can’t get them,” Michelle Krebs, executive analyst for Cox Automotive, said Monday. “Ford doesn’t want to lose that sale. If they can keep those customers in the family, that would be good. You don’t want to lose someone to another brand. They could go to Jeep, which has a ton of supply.”
Industry supply of vehicles on dealer lots is averaging 56 days, she said.
It’s little surprise that Ford is offering immediate gratification to people waiting.
Krebs noted the daily supply for these Ford vehicles on dealer lots:
- Escape: 150 days
- Bronco Sport: 86 days
- Edge: 115 days
- Explorer: 82 days
- Expedition: 67 days
- Ranger truck: 51 days
- F-150 pickup: 74 days
Jeep Wrangler, by contrast, has a 102-day supply, Krebs said.
Heated discussion
Jon Bowen, administrator of the public Bronco6x Facebook page, posted the letter for discussion this week.
“You keep price protection so it’s the same price as when you ordered. You get the decreased cost of the equipment you drop off. And an additional 2500 bucks. Pretty stinking good deal if you ask me aside from not getting exactly what you want,” he wrote. “I don’t think Ford could have predicted the pandemic or the factory issues or the electrical shortages or in general just the demand that people would have for the high-end options.”
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Still, customer responses have been mixed. Here’s a sample of the 153 comments posted by Monday morning:
- Jon Bryan posted a crying emoji and wrote, “My dealer just told me pretty much tuff. I felt like I have had the run around since day one and probably should have just went elsewhere. I have pretty much given up.”
- Chris Waite posted with a face-slap emoji and wrote, “We just (received) our ‘So sorry!’ email. Total BS! Why would I want to downgrade to a base with zero options! We’ve patiently waited since early 2021 for our (preferred) build. Submitted our reorders for a 22 and 23 per fords request. Now they are saying down grade or lose your spot in line and Order a 2024. WTH ford?”
- Aaron Stiles wrote, “Man. These people who haven’t gotten Broncos from Original reservations should get together and sue the hell out of Ford for mental anguish! So many Broncos where ordered and built for people who had no original reservations! Kinda makes me sick! It was the old who you know BS game.”
- Tom Hyde wrote, “I was in your shoes with 2 orders. I ended up changing them to get built then promptly sold both of them because they were no longer what I wanted. I made a few bucks so it is good and I will try to order again once they get this figured out in about 3 years…”
- Mark Beare wrote, “My wife and I have always been loyal Ford customers, as have both of our parents. We own 9 fords between both families. My wife and her brother both ordered in July 2021. His Black Diamond came in on November 9, 2022. We are still waiting on our Wildtrak, but to see others receiving Raptors that were introduced way after we placed our order, is just ridiculous. “
- Mark Wagner wrote, “I guess I’m one of the few who understand this and can see that Ford is stuck making difficult decisions which I personally believe are the correct decisions. Their suppliers are having issues getting them the parts … Ford can keep pushing orders back, year after year, or they can provide you an incentive ($2,500) to change your order to something they are able to produce NOW.”
Mach-E and Maverick headaches
Meanwhile, Ford customers waiting up to a year for their all-electric Mustang Mach-E or months for the Maverick small pickup have taken to social media to vent frustration. Ford is urging anyone to reach out for explanations and emphasizes shipping logistics have become more complicated, too.
Maverick is again closed to retail orders as the 2023 order bank filled within days. The best bet for consumers is finding a truck from a dealer who has an extra supply or a canceled order, Levine said.
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Contact Phoebe Wall Howard: 313-618-1034 or phoward@freepress.com. Follow her on Twitter @phoebesaid.