Points Made by Dealer & Happy Cinco de Mayo

My dealer basically said the same thing, that the chips won't impact the Bronco. When I asked why the chip shortage will impact all vehicles but the Bronco the answer was Ford really wants to get them out. When I asked about the F-series trucks being the largest profit for Ford, the response was yeah, they are, but Ford doesn't have any chips. Well, the dealer is sure they will push the Broncos out, but also confirms Ford doesn't have the chips to make it happen for any of their vehicles. It's a circular argument; Ford wants to put the Broncos out the fastest, even though there are more profitable vehicles. They need the profits to carry them through the summer/fall slow down, but they don't have the chips to manufacture vehicles. So, they don't have the chips but want to get us our "special" orders.

No parts,
Less profit,
Emotionally charged vehicle.
Higher profits elsewhere,
Yep, you're first up.

Doesn't make sense.

I hear ya. Ford has to be making many gut-wrenching decisions. The investment decision to reintroduce the Bronco is a commitment for decades; they're in this vehicle sector to win it, not to just dabble in it. The actions taken by Ford to protect this highly anticipated and top profile Bronco launch certainly have Catch-22 implications on profits, perhaps cannibalizing market share of other Ford models and a whole host of other issues. Looking from the outside, I think they're trying hard to get it right.

AcesandEights

My dealer basically said the same thing, that the chips won't impact the Bronco. When I asked why the chip shortage will impact all vehicles but the Bronco the answer was Ford really wants to get them out. When I asked about the F-series trucks being the largest profit for Ford, the response was yeah, they are, but Ford doesn't have any chips. Well, the dealer is sure they will push the Broncos out, but also confirms Ford doesn't have the chips to make it happen for any of their vehicles. It's a circular argument; Ford wants to put the Broncos out the fastest, even though there are more profitable vehicles. They need the profits to carry them through the summer/fall slow down, but they don't have the chips to manufacture vehicles. So, they don't have the chips but want to get us our "special" orders.

No parts,
Less profit,
Emotionally charged vehicle.
Higher profits elsewhere,
Yep, you're first up.

Doesn't make sense.

I agree the current “spin” regarding Broncos and chip supplies seems questionable. Perhaps dealers would like all potential Bronco owners to believe we are somehow much more "special" than potential owners of F150, F250 or F350. Not sure that explains the current situation.

I am hearing a different “spin”. Back when the Bronco reservation volume went through the roof in July 2020, buyers began locating chips and stocked up a truck load. The other Ford vehicle buyers had no way for knowing a chip shortage was coming and no reservation system to determine future orders. They continued with a Just-In-Time order system.

It is possible that not all chips are interchangeable, so Bronco is rewarded for using the reservation system to aid in chip buying. This “spin” makes more sense to me. Of course, we are no longer “special” if you believe this approach. ;)

Happy Cinco de Mayo to all

@Howdy Joseph Heller's Catch-22 is one of my favorite books. If you ever want to talk Catch-22 let me know!

I do not get this big thing about chips. They are literally everywhere. Some are big and some are little. I like mine salted. I hear most come out of Idaho and they are pretty much back to normal. Why the production slow down?

Happy hump day