📈 Our 2021 Bronco Order Stats / Take Rates After 1K Submissions

[ferbm]

Not me. Once you've had the tech and comfort features it's hard to go back.

Agree! When I first bought my Denali I didn't even know it had a heated steering wheel. I saw the button and said WTF is this? I pressed it and immediately knew it was going to be hard to go backward and live without it.

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[Drex]

That's about what I show too: 60/40.

sure, but don't forget that around 15% of all orders are for a manual, they are forced into the 2.3

If you look at those with went with an automatic (taking out the manual numbers and the forced 2.3), you will find that an astounding 90% (or thereabouts) of all automatics went with the 2.7 (you could remove the WT and FE I suppose to break it down further, but I suspect those buyers would probably have popped for the 2.7 anyway). The rarest powertrain combination will be the 10% of automatic 2.3 units.

People want the bigger engine, bad. I am of the opinion that another 5-10% of the total orders would have gone with a manual if they had matched it with the 2.7 instead of the 2.3 with that 90% take rate (WT/FE obviously wanted the 2.7 in their rigs) on the automatics. Some folks gritted their teeth and went with the 10 speed instead, maybe a lot of them, just to get the 2.7.

Again, only 10% chose a model powered with the 2.3 and automatic. Ford left money on the table not having the 2.7 (with a choice of manual or automatic) as the low end engine option and a higher output engine of whatever flavor as the optional one.

No demand for manuals? They are 50% higher in demand on the 2.3 vs. the automatic. Put that in your pipe and smoke it, Ford. Granted this forum is likely more enthusiast oriented than the public at large, but the numbers are still staggering.

 

[geronika]

So 75% of the base are two doors, and approximately 50% of those have the 2.7L engine and of those only 7% ordered shadow black so that come to 2.2 Black Base 2 doors with the 2.7L engine. Who else has my exact same build? And who managed to buy 20% of a Bronco?

 

[Chuck.K]

I really like the stats as displayed in the first post - is there a way to see (view only permission on the doc maybe?) those stats live/most updated info?

 

[TJconvert2.7]

Funny that Jeep is adding options to the base to compete with Ford, hard top standard, a/c available on the Sport, now heated side mirrors and door locks are available on the base Sport...

but Ford isn’t adding any options (more colors, LEDs available on all trims, BD black steelies available on the base to continue to distance themselves and be the better value option...

 

[indio22]

The high BL take rate make have something to do with that. I would have gone Race Red except for all the orange trim on the BL doesn't look good with the red on the door panel.

If I could have gotten the mid package on a BD, I would have gotten Race Red because the blue trim compliments it better.

Agreed it's harder to change/mask things such as stitching. Although with wraps and aftermarket trim pieces, changing interior colors/schemes has never been easier.

For fun my high school aged son wrapped part of our BRZ dash with some carbon fiber wrap (photo below). I think the wrap cost $12 and turned out surprisingly well. And being non-destructive, you can easily remove it, going back to stock or apply some other scheme.

Back in the day I had to mess around with prep/paint. Now I'm sold on this wrap stuff, plan to try it on some other trim pieces.

 

[jwoobs]

So with the 2.3l at 25%, and the manual at 15%, it looks to me like the take rate for a stick is 60% when there’s actually a choice.

Don't forget the mid package restriction on everything except BL.

 

[mjcutri]

...People want the bigger engine, bad. I am of the opinion that another 5-10% of the total orders would have gone with a manual if they had matched it with the 2.7 instead of the 2.3 with that 90% take rate...

I think it might have been even higher than that:
Take rate for models with MT available in at least 1 config:

Take rate for models with MT available in that specific config (2.3L Engine only):

I agree with you that Ford is leaving $ on the table by limiting the configurations where the MT is available. How many of the BLs and BDs with the MT would have rather had the 2.7L instead of the 2.3L? I'm one.
This is par for the course with Ford though, unless it is some sort of "performance" variant like the Focus ST or GT350. Maybe the "warthog" will have a MT option, but I wouldn't bet on it.

 

[Burndog]

We have some wealthy people on this form to afford the Badlands trim with extras.

And?

 

[Burndog]

Adaptive cruise control for me. I wish they had it as a stand alone option.

Might be able to get it later as an OTA update

 

[rugbysecondrow]

This tells me the poors are the main ones buying the 2 door.

Many will buy the 4dr for family reasons, and those same reasons will point you towards greater creature comforts, usb ports, etc, which I understand.

We have a family car already, so this will be my car...hence the 2dr and the Big Bend. removable roof , removable doors , manual , looks amazing , has a radio , capable to drive anywhere , easy to mid ...everything else is unnecessary for me. I have simple tastes.

 

[rugbysecondrow]

Take rate for the manual on the trims it is offered is about 22.5%. Which is actually really high for the US.

There are also 4 people who responded that they are getting the MT with the 2.7 and a model/package that it isn't available. 1 BB with 2.7, 1 BD-mid, 1 BD-high, and 1 wildtrak

The strong relationship between 2dr, manual and basic equipment package is interesting and makes sense. I think it is a different perspective on how those/we buyers view their/our Bronco purchase.

 

[mjcutri]

The strong relationship between 2dr, manual and basic equipment package is interesting and makes sense. I think it is a different perspective on how those/we buyers view their/our Bronco purchase.

The MT take rate on the 2 door is definitely higher, which makes sense to me, but the Lux package on Badlands with the 2.3L is still over 90%, 96% for the 2 door and 86% for the 4.

Even looking at the take rate overall, you get over 15% of Lux and 25% of high getting the MT.

Granted, the take rate for the base on the badlands with the 2.3L is 100%, but that is only 17 out of 142 badlands orders with the 2.3L engine. (528 total badlands orders)

 

[rugbysecondrow]

The MT take rate on the 2 door is definitely higher, which makes sense to me, but the Lux package on Badlands with the 2.3L is still over 90%, 96% for the 2 door and 86% for the 4.

Even looking at the take rate overall, you get over 15% of Lux and 25% of high getting the MT.

Granted, the take rate for the base on the badlands with the 2.3L is 100%, but that is only 17 out of 142 badlands orders with the 2.3L engine. (528 total badlands orders)

.

I think we are reading these numbers differently.

the correlation seems present amongst the less expensive models as well.

 

[mjcutri]

.

I think we are reading these numbers differently.

the correlation seems present amongst the less expensive models as well.

Right, but these numbers are for the models and packages that you can actually get the MT. Ford only offers the MT on the base package of the lower models, so you can't get the mid package on the BD or BB with the MT.

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