By @Laura #1976
After 25 years without a Bronco product and nearly 16 months of COVID-related restrictions, it makes sense that the U.S. is looking for something new, fresh, and fun. For some, the 2021 Bronco is the answer, and for many others –– including an entirely new market –– it’s the Bronco Sport.
Hotcakes Appeal
“We’re bringing in a different customer,” says Jovina Young, brand manager for the Sport. “The popularity comes from a combination: One, bringing back this brand when we did. We’ve been removed from the market for a while, and we’ve had enthusiasts clamoring for Bronco to come back. Two, the strategic decision to enter the small SUV segment with a vehicle that lives up to the Bronco name.”
The timing, design, and engineering certainly have hit right on the mark, judging by the public’s comments and dealer statistics.
“There’s been a lot of positive feedback from customers going into the showroom,” says Young. “The vehicle is visual striking; it looks cool. Dealers can’t keep them in the dealerships: The vehicle has been really hot, about 13 days on average to turn. Our dealers are just waiting to get more inventory from us, saying as soon as they get them in, they are selling them.”
This is impressive, considering that the small SUV segment isn’t as engaged as the typical Bronco enthusiast. And this isn’t a one-off region occurrence, either. It’s happening across the country, even in markets Ford hasn’t traditionally been in.
“Markets out west –– L.A. and San Francisco –– are doing extremely strong,” says Young. For a decent stint, L.A. was actually the top selling market. “They outsold Detroit for a couple of months.”
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