Bronco Updates and Announcements From Ford

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Today Ford updated the timing and production constraints for the 2021 Bronco. The news will be expected by some and come as a surprise to others as this launch has been anything but predictable. Tops continue to be the biggest news making commodity and as we reported earlier this week, the supply base and Ford continue to face challenges delivering on the modularity options which has been a cornerstone of the modularity story shared by Ford since the reveal last summer. Below is a summary of the news being made by Ford today:

CONVERSION TO ORDERS:
  • Updating you today on Bronco conversation rate: We have seen 125,000 customers convert their order from the more than 190,000 Bronco 2-door and 4-door reservations in the U.S. and Canada
    • 70 percent higher trim series (Badlands, Wildtrak, First Edition, Outer Banks)
    • More than 60 percent + 2.7-liter V6
PRODUCTION CHALLENGES:
  • COVID19 has had an impact to our hardtop roof supplier.
  • The hardtop roof challenges combined with orders of more than 125,000 compounds an already short 2021 model year production schedule and means more customers will get a 2022 model year Bronco.
  • The black painted modular hardtop and dual-top roof options will now move into the 2022 model year
  • Customers who currently have the black painted modular hardtop or dual top roof selected will have the following options (your MSRP price will be adjusted accordingly):
    • Order the carbonized gray molded-in-color hard top roof
    • Order the black soft top roof; Excludes Wildtrak and 2-door
    • Wait for black painted modular hardtop or dual top roof option for 2022 model year
    • Customers will now have until April 8 to work with your dealer to update/modify their order
HOW WILL I BE NOTIFIED:
  • We are sending letters today to thank customers affected by the roof change for their patience
COMPENSATION:
  • Ford is providing up to 200,000 FordPass Rewards Points (a $1,000 value) which they can use to personalize their Bronco through Ford Accessories. (applies to all First Edition and customers who ordered Mod or Dual top roof and switch for 21MY)
  • We are maintaining 2021 model year pricing through the 2022 model year for all order and reservation holders as of March 19 waiting for their Bronco.
  • In addition, 2022 model year customers will have new choices for colors and special editions starting next year
  • In addition, providing waiting customers a $250 voucher for all order holders as of March 19 deadline for early access to any one of four Bronco Off-Roadeos so they can get behind the wheel of a Bronco in the wild.
 

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Good to hear that 2022 pricing will stay the same for order/reservation holders.

I'm confused about the $250 early access voucher. Does that mean early access to the Off-Roadeo would normally be $250? Is that the "nominal registration fee" we've heard about, or a separate fee to go earlier than we otherwise would be able to, like a priority pass? Or is that the entire normal fee for the Off-Roadeo for a non-owner/orderer? I would have expected it to be much higher.
 

Deepshag

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Today Ford updated the timing and production constraints for the 2021 Bronco. The news will be expected by some and come as a surprise to others as this launch has been anything but predictable. Tops continue to be the biggest news making commodity and as we reported earlier this week, the supply base and Ford continue to face challenges delivering on the modularity options which has been a cornerstone of the modularity story shared by Ford since the reveal last summer. Below is a summary of the news being made by Ford today:

CONVERSION TO ORDERS:
  • Updating you today on Bronco conversation rate: We have seen 125,000 customers convert their order from the more than 190,000 Bronco 2-door and 4-door reservations in the U.S. and Canada
    • 70 percent higher trim series (Badlands, Wildtrak, First Edition, Outer Banks)
    • More than 60 percent + 2.7-liter V6
PRODUCTION CHALLENGES:
  • COVID19 has had an impact to our hardtop roof supplier.
  • The hardtop roof challenges combined with orders of more than 125,000 compounds an already short 2021 model year production schedule and means more customers will get a 2022 model year Bronco.
  • The black painted modular hardtop and dual-top roof options will now move into the 2022 model year
  • Customers who currently have the black painted modular hardtop or dual top roof selected will have the following options (your MSRP price will be adjusted accordingly):
    • Order the carbonized gray molded-in-color hard top roof
    • Order the black soft top roof; Excludes Wildtrak and 2-door
    • Wait for black painted modular hardtop or dual top roof option for 2022 model year
    • Customers will now have until April 8 to work with your dealer to update/modify their order
HOW WILL I BE NOTIFIED:
  • We are sending letters today to thank customers affected by the roof change for their patience
COMPENSATION:
  • Ford is providing up to 200,000 FordPass Rewards Points (a $1,000 value) which they can use to personalize their Bronco through Ford Accessories. (applies to all First Edition and customers who ordered Mod or Dual top roof and switch for 21MY)
  • We are maintaining 2021 model year pricing through the 2022 model year for all order and reservation holders as of March 19 waiting for their Bronco.
  • In addition, 2022 model year customers will have new choices for colors and special editions starting next year
  • In addition, providing waiting customers a $250 voucher for all order holders as of March 19 deadline for early access to any one of four Bronco Off-Roadeos so they can get behind the wheel of a Bronco in the wild.
I ordered a CA plate with Bronc21 for my FE in July of 2020. Now my 21 I bought in 20 will be a 22. I don't know who would "expect" this. Absolutely unheard of.

Got my email:
March 25, 2021

Dear Bronco First Edition Owner:


When we thought about bringing Bronco back after 25 years, we couldn't have imagined the enthusiasm this vehicle would generate, and we are truly grateful for the overwhelming response. Add on a global pandemic, and this vehicle launch quickly escalated to one of the biggest challenges we've faced in years. These challenges have resulted in some product changes for your Bronco First Edition, which we want to share with you today. We know this news will be frustrating, and for this we sincerely apologize.
Black Painted Modular Hard Top & Dual Top Roof Update

In October, we told you the black painted modular hard top roof was going to be removed as the standard First Edition roof offering and the price reduced accordingly. At that time, we believed we could still offer this feature as a late-summer availability option for 2021 model year, but we didn't account for the continued effects of COVID-19 on our supplier readiness. Due to challenges our roof supplier is experiencing, the black painted modular hard top and dual top roofs will unfortunately not be available until 2022 model year. Your Bronco First Edition will now come with a carbonized gray molded-in-color roof, (you can see a version here) and your price will be adjusted accordingly.

To try to make this right for you, we're providing you an additional 200,000 FordPass Rewards Points (a $1,000 value), when you take delivery of your new Ford Bronco. You can use the points to personalize your Bronco including several roof accessory choices through Ford Accessories. Your dealer will have more details on availability and ordering of these roof accessories in the coming weeks and can also explain the redemption process. Also, to thank you for your patience, we are providing a complimentary sound deadening headliner. Since this was previously standard on your Bronco, we will reduce your price by $495 MSRP.
While You Wait

We know you want your Bronco. And we want to get you and your Bronco out on the trails as soon as possible. So, in addition to the above actions, we're working diligently with our suppliers and investing millions of additional dollars to build more Broncos with the features you want so that you can take delivery as soon as possible.

While you wait, we're developing exclusive experiences for you, including early access to Bronco Off-Roadeo and we are providing you a $250 voucher to be used at any one of the four Bronco Off-Roadeos - this can be used for experience add-ons, merchandise, or toward the price of bringing a guest and is valid until December 2022. To learn more about Bronco Off-Roadeo, visit www.BroncoOffRoadeo.com - we hope we see you there. Finally, we will be sending exclusive invitations to upcoming events to experience Bronco firsthand.

Our team at Michigan Assembly Plant, where the Bronco is born, remain on track to begin deliveries this summer. As a reminder, in May, we will provide you with more information on the estimated delivery timing for your Bronco First Edition and we're committed to keeping you up-to-date through the entire delivery process.

We appreciate your patience and your loyalty, and we thank you for giving us the opportunity to try and make this right.
Order Updates Due April 8

With these product updates, you now have until April 8, 2021 to work with your dealer to confirm any changes to your order. If you have any questions about how these product updates or customer satisfaction offers impact you, please contact your Ford Dealer, the Bronco Customer Care Team at Ford's Marketing Program Headquarters at 800-334-4375 or view our FAQs here.
Mark Grueber
Bronco Marketing Manager
 

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RynoPSU

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I ordered a CA plate with Bronc21 for my FE in July of 2020. Now my 21 I bought in 20 will be a 22. I don't know who would "expect" this. Absolutely unheard of.
I think someone should specifically ask the question if FE's can be delayed until MY22 now. It was stated before that all FE's would be MY21 and there isn't anything in these releases that mention a change to that. Just people assuming it means that. They call out in the release that WildTrak and 2 door can't get a soft top. WildTrak and First Edition were both hard top only vehicles. First Edition wasn't mentioned there.

I think with this change they should allow WildTrak and FE's to take soft tops if they want them instead. If there is a wiring harness issue in the system, just give away the wiring and wiper connection with soft tops for WT and FE.
 

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Bittersweet news indeed. $1000 credit and $250 toward a great event in lieu of my dual top config.

I guess the smart play is to order the hard top and wait for the soft top to become available in 2022 AND make a deal with my dealership for parts and accessories at cost when the soft top is available.
 
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Gutter Clown

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I think someone should specifically ask the question if FE's can be delayed until MY22 now. It was stated before that all FE's would be MY21 and there isn't anything in these releases that mention a change to that. Just people assuming it means that. They call out in the release that WildTrak and 2 door can't get a soft top. WildTrak and First Edition were both hard top only vehicles. First Edition wasn't mentioned there.

I think with this change they should allow WildTrak and FE's to take soft tops if they want them instead. If there is a wiring harness issue in the system, just give away the wiring and wiper connection with soft tops for WT and FE.
No it is answered here. First Edition is only 21MY.

 

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I’m sorry, is it just me? $50 worth of foam glued to the top doesn’t quite do it for me. How about, “Dear bronco owner, since we had a complete lack of foresight and completely botched the roll out of the Bronco you’ve been waiting for for 20 years. We are going to give you special 0% financing for up to 84 months.

Love, Ford

That would do it for me.
 

Anfiny51

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I’m sorry, is it just me? $50 worth of foam glued to the top doesn’t quite do it for me. How about, “Dear bronco owner, since we had a complete lack of foresight and completely botched the roll out of the Bronco you’ve been waiting for for 20 years. We are going to give you special 0% financing for up to 84 months.

Love, Ford

That would do it for me.
This would be amazing but would never happen. Even 0% for 72 months would be amazing. Some rebates would be amazing.
 

Frankie945

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I didn’t make a reservation till March 27. Anyone know when I’ll be able to covert to a order? I know I’ll have to wait till MY22 but any info on how they’re taking the 2nd wave of reservations. My dealer doesn’t seem to know anything more than I do.
 

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I’m sorry, is it just me? $50 worth of foam glued to the top doesn’t quite do it for me. How about, “Dear bronco owner, since we had a complete lack of foresight and completely botched the roll out of the Bronco you’ve been waiting for for 20 years. We are going to give you special 0% financing for up to 84 months.

Love, Ford

That would do it for me.
My wife and I received her sport last January,
We were able to get 0% financing from Ford.
Not saying they will for our big Broncos.
But I’m not ruling it out yet.
It was totally un advertised, and caught us off guard to say the least.
 
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ResidualGenius

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I didn’t make a reservation till March 27. Anyone know when I’ll be able to covert to a order? I know I’ll have to wait till MY22 but any info on how they’re taking the 2nd wave of reservations. My dealer doesn’t seem to know anything more than I do.
I've heard it will be late summer/early fall to place 22MY orders but no specific dates
 
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ResidualGenius

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That sucks. Talk about loosing interest
If I wasn't an early reservation (2nd day) I'd almost be happy to see what comes ut for 22MY. Seems lots more to come from colors t models to factory accessories from the factory. Now I get it and have to wait for AM to catch up. Catch 22 really
 

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I’m sorry, is it just me? $50 worth of foam glued to the top doesn’t quite do it for me. How about, “Dear bronco owner, since we had a complete lack of foresight and completely botched the roll out of the Bronco you’ve been waiting for for 20 years. We are going to give you special 0% financing for up to 84 months.

Love, Ford

That would do it for me.
0 percent financing to the reservation holders would be a great olive branch from Ford to make up for some of the delays but if I have to finance anything for over 60 months I'm re-thinking my build , lol .
 

Frankie945

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I need a goal to save up 10k for my down payment. If I could place a order and have something to look forward too it’d be easy. But all this unknown going to make it more difficult least for me it will.
 
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ResidualGenius

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I need a goal to save up 10k for my down payment. If I could place a order and have something to look forward too it’d be easy. But all this unknown going to make it more difficult least for me it will.
I got a 2nd reservation in that will be 22MY so understand the wait, at least I have something coming this year and then get to wait to see what happens for 22MY