The Ford Bronco continues to be a victim of its own success. The Off-road SUV is currently giving the Jeep Wrangler a run for its money, but continues to meet a few speed bumps along its reincarnated life. Most of its troubles stem from an overwhelming amount of demand and frustrating supply and manufacturing kinks. And it’s gotten to the point where Ford is now asking aspiring 2023 Bronco owners to consider an alternative but offers an incentive to do so.
Per Cars Direct, Ford is offering 2023 Bronco buyers with a $2,500 discount incentive for canceling their current order and buying a different Ford vehicle. The incentive is applicable to vehicles with a sale date through April 7 and applies to seven different blue oval vehicles which include the Escape, Bronco Sport, Edge, Explorer, Expedition, Ranger, and F-150. There are some exclusions though, the F-150 Tremor and Raptor are not eligible for the discount for a new order. In addition, Ford is offering the same incentive to buyers who chose to alter their current order to an “easier to find” configuration ultimately sacrificing the highly sought after MIC hardtop, Lux and Sasquatch packages.
Ford says however that there is a difference between in-stock and new order vehicles and how the incentive will apply. For in-stock vehicles, the incentive rules apply to a wider range of cars, trucks and SUV’s including but not limited to the Mustang, Bronco, Maverick, and even the F-150 Tremor. There is no mention on whether or not the F-150 Lightning is an excluded option but given the fact the Mustang Mach-E is an exclusion according to incentive bulletins sent to dealers, it might be safe to say the Lightning will be on the same “no deal” list.
This isn’t the first time Ford has tried to compensate its customer base, and they aren’t the only one making changes to the ordering process. Tesla recently started refunding orders for the Cybertruck, Rivian even killed its online configurator at one point. If you want a Ford Bronco now, your most likely chance at owning one is to walk into a dealer and pay the markup fees, or keep waiting.