Even before the 2021 Ford Bronco was officially revealed to the world, we all knew that the 4×4 had a chance to become an insanely popular item. The Bronco nameplate is one of the most revered in Ford’s long history, and it maintained cultural relevance for the entire 26 years that the truck spent off dealer lots. Of course the Ford Bronco still isn’t really on dealer lots quite yet, as production was kicked backed to this spring. As the Michigan Assembly Plant gets ready to start churning these 4x4s out in the coming weeks, the folks over at Motor1 sat down with Ford to discuss Bronco reservations. More specifically, the publication has acquired more information as it relates to customer ordering rates and preferences.
Ford confirmed to Motor1 that production of the Bronco is still on track, and that buyers won’t have to wait too much longer before their new SUV arrives. That is a good thing when you consider just how many people are trying to buy themselves one of these machines. According to the automaker’s figures, more than 125,000 of the initial 190,000 reservation holders have committed to purchasing a 2021 Ford Bronco. That’s about a 66 percent conversion rate, which is quite strong for a mass produced machine. That said, that is still a bit lower than the 75 percent conversion rate that Ford believed would happen back in September. According to Ford Icon Communications Manager Jiyan Cadiz, over 70 percent of these customers have opted for a premium trim levels, right in line with earlier reports
Cadiz also had a bit of information to share about Ford Bronco customer powertrain preferences. Perhaps unsurprisingly, the 2.7L EcoBoost V6 engine has proved to be far more popular than the 2.3L four-pot. In fact, more than 60 percent of customers have decided that they want the larger mill. That isn’t all that surprising, considering the V6 makes 310 horsepower and 400 lb-ft of torque compared to the four-cylinder’s 270 horsepower and 310 lb-ft. The added torque should make a difference out on the trails, and will allow for more towing capability than the smaller 2.3L EcoBoost.
So then as the 2021 Ford Bronco finally nears its production debut, we have a better idea as to how customers want their SUVs. None of the new information is all that shocking, aside from the sheer number of reservation holders willing to actually buy the 4×4. Once folks actually get to experience these things, Jeep may have a real problem on their hands.