5/28 Bronco Production Update E-mail & Dealer Insight FAQ 📬

[Portapot]

This is such bullshit. They told us we would get an estimate. They've known about the hardtop issue for many months, yet still said we'd get a rough estimate in May. They lied. Instead, they're regurgitating the same stuff we've already heard.

This is the first time I'm really pissed about this process.

Remember the MIC top was their answer to not being able to deliver the original painted hard top …. So right then and there they should have offered a soft top. What about us 2 door orders, can we get a soft top? No one spoke to that issue. This communication was piss poor.

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[ssolypop]

Wow. That’s it? That pretty much tells me NOTHING about when I could get my Bronco.

Well if you're like me and didn't get a scheduled build date then you will likely get your bronco mid to late '22

 

[cardinalsfan]

Me too... so disappointed and For tells us nothing important. So those of us with most or all those items i am assuming won't get a MY21. If we get pushed into MY22 do we get priority over those who rolled back to MY22 already? Can we switch back to Shadow Black tops with no additional delays now? If i didn't want this so much I would cancel now. Horrible communication!

I'm with you. Day 1 reservation holder, got screwed by a dealer who converted without my permission, tons of issues the whole way.

Not only do I expect to be prioritized for the Off Roadeo I also expect my day 1 reservation to be prioritized in 2022. No one tell them I opted to code 99 waiting for green though...

 

[Oceannomad]

I never even got the email.

 

[dominicenoa]

Check your junk folder.

Junk folder is empty along with every other folder lol

 

[ManOfValor]

I’ll take my Bronco without a top, thank you very much!

 

[Bronco Beard]

At least we got an email in May...earlier than I expected!

 

[De Brus]

Well if you're like me and didn't get a scheduled build date then you will likely get your bronco mid to late '22

Unless you're getting an FUFE

 

[smocon73]

One of our friends of the forum dealers provided us with some insight.


To: All Bronco Specialists & Dealer Principals

Subject: Bronco Specialist Update | May 28 Customer Communication

Please see this week’s Bronco Specialist updates below. Have a great Holiday weekend!

BRONCO PRODUCTION UPDATE EMAIL – Attached

Today, Ford is announcing to all unscheduled Bronco order holders that due to supplier challenges surrounding hardtop roof production, we will not be providing customers a definitive delivery window. To help assist with incoming customer questions, please review the attached advanced notice customer letter that will be sent at 2:00 pm EST and corresponding FAQs.


Key Messages

• The all-new Bronco 2-door and first-ever Bronco 4-door is on-track for summer deliveries and Michigan Assembly Plant is just weeks away from starting volume production.
• We are investing millions of dollars to fix our roof supply issue and increase availability of high demand parts. The benefits from these investments unfortunately won’t materialize overnight.
• We will not be providing customers a definitive delivery window. We will continue to alert customers as their Broncos achieve every milestone in the production process (Scheduled for Production, Built, Shipped, Delivered)
• We’re doing all we can to take care of our customers and we’re working on options which we’ll share in the coming weeks.
• There is an opportunity for those looking to get a Bronco quickly, to order a Bronco with a soft top. Avoiding key commodity constraints (Hardtop Roof, 2.7L engine, Lux or Sasquatch Package, Badlands/Wildtrak, Safari Bar or Trailer Tow package, etc.) will increase the likelihood for 2021MY production based on overall part availability vs demand.

Action Requested – Dealer Next Steps

• Contact unscheduled Bronco order holders notifying them that switching their build to a soft top will likely expedite scheduling
• Update all orders in WBDO by Monday, June 7th to be ready for the next round of scheduling

FAQs – Attached

• Is Michigan Assembly Plant still on track to begin customer deliveries this summer? Yes. The all-new 2021 Bronco 2-door and first-ever Bronco 4-door is on-track for summer deliveries and Michigan Assembly Plant is just weeks away from starting volume production!
• Of the millions Ford is investing, can you share how much is going to fix your hardtop supplier issue? And do you have a second or third hardtop supplier coming online? We are taking all of the necessary actions with our supplier partners to get through this roof and commodity Bronco bottleneck. While we are investing millions of dollars to fix our roof supply issue, the benefits from that investment unfortunately won’t materialize overnight. Our goal is to build as many customer Broncos at the highest quality this year.
• Will you need to cut production this year because of the roof issue? We are working as fast as we can to try and get through the roof and commodity Bronco bottleneck. Our goal is to build every customer order as quickly as possible.
• Given the challenges, will hardtop roof production continue for 21MY? Yes. Orders with the molded in color (MIC) hardtop will be built throughout the 2021 Model Year. However, our production capacity doesn’t match up with the actual orders we received and as a result, those waiting for a MIC hardtop will experience longer waits due to roof availability.
• You have communicated the hard top is constrained based on production capacity vs orders received, what about the soft top? Based on current production forecast, there is an opportunity for those looking to get a Bronco quickly, to order a Bronco with a soft top. Avoiding key commodity constraints (Hardtop Roof, 2.7L engine, Lux or Sasquatch Package, Badlands/Wildtrak, Safari Bar or Trailer Tow package, etc.) will increase the likelihood for 2021MY production based on overall part availability vs demand.
• When will Bronco customers receive an estimated delivery window communication? We currently do not have enough foresight into roof availability to accurately provide a delivery window. Instead, we will continue to notify customers as their Bronco two-door or four-door model is:
  • Ordered – Order has been placed with Ford
  • Scheduled – Vehicle has been scheduled to an approx. build week (45-60 days ahead of production)
  • Built - Vehicle is produced and awaiting final calibrations and plant accessory installs. It will include the estimated arrival date.
  • Shipped - Vehicle has past final quality checks and is on its way to dealer. It will include the latest estimated arrival date.
• Have all 2021MY Broncos been scheduled for production? No. Scheduling will continue on a monthly basis with the following cadence:
  • First Week of The Cycle: First Edition orders
  • Second Week of The Cycle: Full month of scheduling
  • Subsequent Weeks: Scheduling runs until the operating plan is full
• How are Bronco two-door and four-door First Edition customers impacted by hardtop roof production challenges? All Bronco First Edition orders will be built throughout the 2021 Model Year with the previously announced MIC roof.
• Will customers who have placed their order, now be pushed into 2022 model year? As communicated previously, given demand, we anticipate deliveries to continue through the 2022 calendar year, with some customers getting a 2022 model year Bronco. Delivery timing is based on a number of factors including reservation timestamp, part availability, and the number of Bronco vehicles each dealer receives.
• How can customers receive their Bronco sooner? Customers willing to avoid key commodity constraints (Hardtop Roof, 2.7L engine, Lux or Sasquatch Package, Badlands/Wildtrak, Safari Bar or Trailer Tow package, etc.) will have a higher likelihood for 2021MY production based on part availability.

What about maybe offering a solution vs. a problem identification regarding the hard-top to customers.

Say maybe if you switch your order to Bronco with soft-top that is "hard-top ready" (e.g. comes with connections for wiper and fluid installed).

Would need to add this option - "hard-top ready" in build and price and provide dealer delivered pricing for both MIC and Modular hard tops when available.

My guess is that would get people to switch ASAP. Thus allowing you to fill more early adopter orders and more happy customers.

 

[Richtor]

I mean I'm as excited to use my Bronco in the winter as the summer, but I understand why others aren't. It'll be my primary vehicle for getting to the resorts and backcountry for skiing and boarding

I understand that part, but many vehicles can do that. How many vehicles can you run no tops or doors? Which is the broad appeal of the Bronco/Jeep in the summer.

 

[UncleBuck]

This email is very frustrating, mostly because I still really, REALLY, want my bronco. I waited for the reveal for months like a lot of you all and made a reservation on the first night. I don’t want to change my order to get my vehicle sooner because I want specifically what I want. The problem is my ailing DD needs replacing sooner than later and it’s my wife’s car. I really can’t afford to be in limbo any longer and I’m going to get her a small SUV. I would wait for the Bronco anyway but that would require replacing my Ranger and would leave me without a truck. I was already leaning toward canceling to get myself an F-150 tremor instead and now this email all but seals the deal. Looks like I’ll get my Bronco in 2025 instead and I’ll have two new vehicles this summer. The up side is my 25 will get to be my toy rather than a family DD, so that means 2 door, seven speed so it’s not a total loss. I’m still all Ford and can appreciate their tough predicament from the hard top supplier.

 

[Imissmy1996bronco]

So, a big nothingburger. Not gonna lie, this has me thinking I need to set a limit on how long I am willing to wait after ordering a vehicle and not being given so much as a guesstimate delivery before I consider walking.

I've been pretty hardline on waiting, but the lack of even so much as a "it may change with commodities, but we currently expect your order to be a my21 (or my22)" has me seriously wondering how much longer I should wait before I just start looking at this whole thing as vaporware.

 

[dominicenoa]

I understand that part, but many vehicles can do that. How many vehicles can you run no tops or doors? Which is the broad appeal of the Bronco/Jeep in the summer.

Many can, but none can do it while simultaneously being a Bronco

 

[bishop0577]

Everyone that is pissed, please cancel so I can move closer to a build date. We knew this was going to happen. Did everyone think it was going to be fantastic news? At least they let us know they don’t have a build date for us.

Sadly, people canceling won't move any of us up the line. The person can cancel, but no dealership is going to let that build go. It will still be in front of you and the dealer will throw it on the lot for a mark up. Canceling doesn't "teach Ford a lesson". It will still be built and they will still get paid for it.

 

[mdk100]

They need to open up two doors to soft tops. It’s silly for them to not offer that as an option at this point.

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