It was clear that the Ford Bronco is a hot commodity the very night that the SUV made its debut. Ford allowed customers to throw down a $100 deposit in order to reserve their build slot, with the 2021 Bronco and the 2021 Bronco Sport capturing over 165,000 net reservations at this point. According to a new report from Automotive News, Ford expects the vast majority of these reservations to translate to actual sales.
Ford’s Vice President of U.S. Marketing, Sales and Service Mark LaNeve told the publication that the automaker is projecting that 75 percent of the current crop of 2021 Bronco 2-Door and 4-Door reservations are expected to translate to sales. The executive further noted that this will indeed result in Ford filling reservations well into 2022, as has been previously expected.
The ordering process for reservation holders is slated to begin in December, at which point dealers and buyers will begin to work together to spec a vehicle for purchase. It is at this point that reservation holders will have the option to forgo their build slot. Based on the demand they receive at that point, Ford states they should be able to give customers a proper delivery timeline by the end of the first quarter of next year.
While the Dearborn automaker is likely elated by the amount of customer interest, this news confirms that buyers will be waiting quite a while for their SUVs. LaNeve noted to AN that the company is trying to find a fair way to begin dealer allocations, but we already know that Ford plans to fill their reservations before building dealer stock.
With demand levels this high, it’s almost inevitable that the 2021 Bronco is going to see some crazy markups. Fans and buyers are already trying to work against this, but dealers aren’t going to be the only ones trying to make a buck here. Some buyers are surely going to go through the process in order to turn around and list the car online for a healthy profit. Hopefully the initial enthusiasm for the reborn Icon doesn’t take a hit as a result.