Manoli Katakis 
At the moment, Ford Motor Company is no longer taking any reservations on the Bronco. But that’s not to say the strategy is going to be left out in the cold. With the 2022 Ford Bronco Raptor on the horizon, customers may be able to see a return of this process. However, we await the final verdict on the matter.
Update 1/24/22: The 2022 Ford Bronco Raptor has been revealed, and Ford will not be opening a new wave of reservations for this vehicle Instead, Bronco Raptor allocation will be prioritized towards existing reservation holders that have not yet been able to fulfill their orders. Ford Motor Company will be reaching out to these customers in the coming days. The Bronco Raptor will begin deliveries in Summer of 2022. Pricing starts at $69,995 USD.
“I would say (another reservation process is) to be determined on limited edition or special edition models,” said Mark Grueber, Ford Bronco marketing manager, to MC&T. “I wouldn’t anticipate reservations for Everglades. What we’re gonna do with Raptor is still under discussion, so nothing to share at this time.”
To refresh, the 2022 Ford Bronco Everglades will be a special edition model coming in the summer of 2022, and will feature a winch and snorkel right off the assembly line. And the heavily teased 2022 Ford Bronco Raptor is expected to break cover seemingly any minute now. The Baja-inspired SUV will feature a lift, flared fenders, and massive 37-inch tires. Just like the Ford F-150 Raptor.
After Launch, Ford Has Since Paused Bronco Reservations
“There was definitely a lot of learnings in reservation process,” said Grueber. “We will continue to enhance the process… right now we don’t have reservations on Bronco. The customer is just instructed to go to their dealer.”
Grueber goes on to explain the benefits of contacting a local Ford dealer if customers are interested in a new Bronco.
“By getting the dealer involved in it they can better inform the customer on what/how long to expect… and it’s really dependent on what they’re ordering and what options,” he said. “If they’re ordering a relatively basic model with a soft top and a 2.3L EcoBoost, that customer might be able to get it relatively quickly.”
That wouldn’t be the case if a customer opted for, say a Bronco Badlands. But it’s all about managing expectations.
“If they want some of those options that are in more demand, the dealer can consult them and provide more insight in terms of how long they might wait or maybe they’ll have one at the dealership if a customer didn’t take delivery. We’re finding that to be a better customer experience,” explained Grueber.
The Ford Bronco marketing manager also explained the benefits of the reservation process, and how that opens a window to what early customers want.
“Reservations give us the benefit of early signals of customer demand, just overall and individual options. And the ability to communicate with the customer through the product as well.”
Stay tuned to MC&T for more 2022 Ford Bronco Raptor news in the coming days and weeks, as there’s sure to be plenty of it.
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