A new report is making the rounds that Ford has stopped taking online reservations for the new Bronco SUV. Ford, like many automakers, is struggling to get enough microchips to complete many of its vehicles. The shortage of microchips combined with the popularity of the SUV and the volume of orders for the Bronco has led to the decision.
According to the report, Ford sent a memo to dealerships last week telling them that Bronco vehicle reservations have been paused. Ford said the decision was made based on Dealer Council feedback and was effective as of Monday, August 23. Ford specifically pointed to the high number of reservations being made for the two and four-door Bronco models and commodity constraints.
Impact of the Microchip Shortage
The global microchip shortage has been a significant issue for the automotive industry. Microchips are essential components in modern vehicles, controlling everything from engine management systems to infotainment units. The shortage has been caused by a combination of factors, including increased demand for consumer electronics during the COVID-19 pandemic and disruptions in the supply chain. This has led to production delays and reduced output for many automakers, including Ford.
For the Bronco, the microchip shortage has been particularly impactful due to the high-tech features that the SUV offers. Advanced driver-assistance systems, navigation, and connectivity features all rely on microchips. As a result, Ford has had to make difficult decisions about which vehicles to prioritize for production.
Customer Options and Dealer Involvement
Ford is encouraging customers who want a Bronco to work with their dealer to help with the ordering process, including delivery timing and build specifications. Dealers may be able to tell customers if they can get a vehicle that’s already built or scheduled. This approach allows customers to have a more personalized experience and potentially reduce their wait time.
Dealers play a crucial role in managing customer expectations and providing updates on the availability of the Bronco. They can offer insights into the production schedule and help customers understand the various options available to them. For instance, some customers might be willing to choose a different configuration or trim level if it means getting their vehicle sooner.
The automaker also noted that Bronco vehicle orders placed today would continue into 2022. This means that while new reservations are paused, existing orders will still be fulfilled, albeit with potential delays. Customers who have already placed their orders can expect their vehicles to be delivered as production schedules allow.
Looking Ahead
The pause in online reservations for the Bronco is a temporary measure aimed at managing the high demand and production constraints. Ford is likely to resume taking reservations once the supply chain issues are resolved and production can meet the demand. In the meantime, the company is focusing on fulfilling existing orders and working closely with dealers to keep customers informed.
The Bronco’s popularity is a testament to its appeal and the strong demand for rugged, off-road capable SUVs. As Ford navigates these challenges, the company remains committed to delivering high-quality vehicles to its customers. The situation also highlights the broader issues facing the automotive industry and the need for resilient supply chains.
In conclusion, while the pause in online reservations for the Bronco may be disappointing for some potential buyers, it is a necessary step to ensure that Ford can manage its production effectively. By working with dealers and keeping customers informed, Ford aims to navigate these challenges and continue to deliver the highly anticipated Bronco to its eager customers.
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