The Ford Bronco has already proven itself to be quite the popular SUV, and Ford hasn’t even started selling them yet. Ever since the off-roader made its triumphant return to the market, the Dearborn automaker has not struggled to find people willing to shell out the cash for one. According to a new report from the automaker, over 190,000 people have reserved a Ford Bronco and are waiting to finalize their orders. Ford’s U.S Consumer Marketing Manager Mark Grueber sat down with Autoblog to discuss how those reservations break down.
According to the report, the majority of Ford Bronco buyers are opting for a higher trim level. In fact, 26 percent of buyers have opted for the top-tier Wildtrak model, while the Badlands variant is the second most popular trim with 20 percent. The 7,000 units of the exclusive Bronco First Edition will account for just under 4 percent of total (but its production is limited), meaning that the Base, Big Bend, Black Diamond and Outer Banks account for the remaining 50 percent of the orders.
It’s not much of a shock that the Wildtrak and Badlands models are so popular, considering they come with the most factory-equipped off-roading hardware outside the First Edition. It’s clear then that early Bronco buyers are interested in more than just the appearance of capability. This is further backed up by the popularity of the Sasquatch Package, which has been optioned on just under half of all orders. Overall, buyers have preferred the four-door layout for the Bronco. About two thirds of reservation holders have opted for a four-door SUV, though Ford noted that the two-door model is much more popular than they initially accounted for.
Not so popular is the manual gearbox, which is currently only seeing a take rate of about 10 percent on the four-cylinder models. While that in itself doesn’t sound that bad, Grueber told Autoblog that the 2.7L V6 is proving to be the more popular engine option. This was something that we expected from the get go, as the smaller four-pot just doesn’t have the same appeal, especially when going for top trim levels. This is even after Ford announced that buyers can option the Sasquatch Package with the manual gearbox, but the clutch pedal can be paired with the base engine only.
Don’t give up on those fan requests however, as Ford is making a point to pay attention to online forums. The company is also working with dealers directly to try and gauge what buyers are actually looking for. That’s a pretty smart approach when you’re dealing with an enthusiasts product. Especially one as beloved as the Ford Bronco. The Build and Price configurator for the reborn icon is now live.
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