Ford Offering Bronco Customers $2,500 to Switch to Another Model
Ford has sent a bulletin to dealers telling them to offer customers who ordered a 2023 Bronco a $2,500 discount if they were willing to switch to another model. The reason has everything to do with the automaker’s inability to meet demand.
When you go to Ford’s website to order the Bronco, the first thing you’ll see in the configurator is a warning that you might not be able to buy one. “Due to a combination of high demand and global supply-chain constraints, not all models and trims or features are available to order,” states the website. “Contact your dealer for available inventory stock or future availability.”
However, according to CarsDirect, dealers have been encouraged to try to steer customers toward another model. There’s also the “Cancel Order & Purchase Replacement Offer” which green lights sales personnel to offer current reservation holders $2,500 to dump their 2023 Ford Bronco in exchange for a vehicle the automaker can actually build enough of to satisfy public demand.
This includes most versions of the Escape, Bronco Sport, Edge, Explorer, Expedition, Ranger, and F-150. Eligibility requires customers to cancel their Bronco order and will become available on vehicles with sales dates through April 3, 2023.
On Monday, Ford updated the scheme to incorporate in-stock vehicles as well – including variants of the Bronco that Ford is having a harder time moving. Based on the report, that likely means dropping up the Molded in Color Hardtop option, the Lux Package, and the Sasquatch Package. But this also opens the door for customers to swap into most in-stock vehicles from the 2022 and 2023 model years, adding the Mustang, Maverick, and F-150 Tremor.
Further information was given to Car and Driver, with Ford explaining that the primary cause of its production problems is ongoing supply chain issues – adding that some of the features won’t even be available to some Bronco customers who ordered them for the 2023 model year.
"Customers who remove constrained features are expected to receive a 2023 model year Bronco along with a $2,500 rebate toward purchase or lease in addition to existing MSRP price protection they may have," Ford spokesperson Mike Levine explained.
Of course, if you don’t want to de-content the vehicle you ordered, you can also just cancel your reservation and make another one for 2024. Though you probably have to do that through your local dealer, as there’s presently no way to receive a Bronco for the next model year via Ford’s website.
"If we are not able to schedule a reservation or order for production, it will be canceled for the 2023 model year and their $100 reservation deposit will be refunded automatically," said Levine.
[Image: Wirestock Creators/Shutterstock]
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A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.
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