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Fantastic ideas, great post, however...This is the perfect summary and exactly what is happening.
Ford leadership needs to pull their heads out of their asses (and the their large dealership asses) and make this right for their reservationists. They offered the reservation system and need to commit to it (even though it is a different model and not preferred by their big dealers).
I honestly think Ford is at a crossroads with the Bronco right now...
1) they have an opportunity to make this right for the customers that put in a reservation and have been waiting through the rollercoaster of issues and delays, by sticking to the timestamp delivery process that was promised from the beginning
2) or they can pander to the big dealers by skewing the allocation formula and building lot available Broncos sold at a premium - all the while putting more Broncos on the road while reservation holders continue to watch and wait for their reserved and ordered Bronco
The other issue that you mentioned is the pricing - Ford needs to put their foot down with ADM on this. This is a unique model from the start using a reservation system and touting MSRP. People put down a $100 deposit based on that MSRP (not a price that is $10k more). If Ford continues to allow this, even if it is "legal" for dealerships to do this, their brand could be harmed beyond repair.
@Ford Motor Company - Stick to what you touted and offered at the launch in July 2020. That was a time that we were all very excited, going crazy over every tidbit of news and easter egg reveal, and totally overflowing with anticipation. Take a moment and ask your reservation holders how they feel about a change in the rules to allow lot Broncos be built before their Bronco.... and how some dealerships are able to add surprise ADM because only the customer signed the DORA and not the dealer.
Ford will not bend to their dealers, regardless of the end customer getting screwed. This is the reputation Ford has and Ford does not care to change that perception! The OP's behavior, while understandable, was not the best way to resolve a situation. Regardless, Ford will look at this as an acceptable percent loss of customer satisfaction and not be concerned by the few enthusiasts complaining when they know there are people lining up to buy the Bronco.
Profit is king, end customer satisfaction is a distant consideration, yes, I'm 100% behind the profit of capitalism but not the way shady dealers continue to find new and creative ways to screw the customer, that is not capitalism. Ford knows they only have 54% owner loyalty and they must win over 46% of their new customers year after year. So you can see, Ford has yet to figure out that end customer satisfaction = customer loyalty.
Ford Customers Arenāt The Most Loyal Says Study
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