The 2021 Ford Bronco, which was unveiled last month, has reportedly attracted more than 150,000 customers to reserve a spot in exchange for a $100 cash down.
According to Jim Hackett, Ford’s CEO, “Ford’s flagship series of 4×4 vehicles surpassed expectations of the company’s most optimistic initial projections.” and added that “We think this family of vehicles has big upside potential in the growing off-road category and this is a category with a leading OEM has not been seriously challenged until now,”
Clients interested in reserving the upcoming 2021 Ford Bronco by paying $100 though it cannot be counted as actual orders as the money used for booking is refundable. Now, the most important thing to keep in mind is the number of reservations that will actually convert into orders.
Two of the models, the Bronco 2 and Bronco 4, will be built at Michigan Assembly Plant in Wayne, Michigan, while the Ford Bronco Sport will be manufactured in Mexico. Consequently, Ford’s management is still trying to figure out how to arrange shifts and staff recruiting in each plant to match the exact number of orders.
Ford’s COO, Jim Farley, had a conversation with analysts over the phone and mentioned that “There’s still a lot of work to do, but the mix is great.”
Of course, the Ford Bronco seems promising. I have to admit that even I want one. However, it’s essential to keep in mind that the vehicle is still unreleased yet. Hence, it’s not uncommon for vehicles to build up some hype before their release based on online opinions and analyst reviews. In some cases, though, when the vehicles actually hit the roads and customers can get their hands on one, the public opinion might shift quite quickly.
An excellent example of this is the 2010 Honda CR-Z. Prior to its release, automotive market analysts were raving about the future vehicle, which was supposed to become one of Honda’s flagship models. However, the result turned out to be quite the opposite.
Furthermore, even though the customers’ responses are satisfactory, many potential rivals are about to be released soon too. In the past week, a teaser video was released by GM, announcing its all-electric GMC Hummer. While the video was mostly a mashup of buzzwords, it was quite clear that GM intends to give the 2021 Ford Bronco and the Tesla Cybertruck a fierce competition. Also, Rivian, an electric vehicle startup, is planning to begin the production of its electric pickup and SUV in 2021.
Nonetheless, the Bronco, with its retro style and flagrant nostalgia effect, seems to appeal to a specific demographic segment, who may not be interested in buying a futuristic Cybertruck or Rivian R1T/R1S. Let’s just hope, for the sake of Ford, and it’s investors, that consumers who already reserved their 2021 Bronco won’t back down in favor of a significantly more eco-friendly hybrid or plug-in pickup instead.