Ford stops taking online reservations for Bronco SUV
After more than a year of pending orders, delays and ongoing delivery issues, Ford has not officially accepted online reservations for its new Bronco SUV. While customers can still place orders for a new Bronco, they must do so through a Ford dealer, not online. The reservation landing page was updated last Tuesday with the following message:
Contact your local Ford dealer for more information on options and when to do so. Due to the high number of Bronco 2- and 4-door orders, Bronco deliveries will extend until calendar year 2022.
According to the Detroit Free Press, a memo was sent to Ford dealers last week informing them of the update, citing the difficulty of filling out existing reservations, exacerbated by the continued influx of online orders. The wording of the memo suggests that both customers and merchants are frustrated when potential buyers find that their online reservations cannot be easily filled out.
“Customers are encouraged to work directly with their dealer who can help with the ordering process, delivery date expectations and build specifications,” the memo reads. "Dealers, for example, are best placed to advise whether a customer might receive an already built or planned warehouse vehicle. Due to the high number of orders, the delivery of the Bronco vehicles that are abandoned today will extend until the calendar year 2022."
Ford has accumulated hundreds of thousands of no-obligation reservations in a relatively short time after announcing the Bronco last year; The reservation page was flooded immediately after it went live last July. It seemed like a good problem for Ford at the time, but the dream scenario of demand for its revived nameplate eventually turned into a nightmare, especially for customers who pre-ordered models with body-colored hardtops; In 2023, Ford is now aiming to bring color-coordinated hardtop options into production.
Ford also uses online reservations to attract potential customers to the F-150 Lightning and previously used an online system for the Mustang Mach-E electric crossover.
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