Bronco August 2024 Sales & Production: 10,132 Sold / 16,682 Produced

[Administrator]

August 2024 Sales: 10,132 Sold (-3% YoY decrease)
August 2024 Production: 16,682 Produced (+96.1% YoY increase)
YTD Sales: 69,186 Sold
YTD Production: 93,857 Produced

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[Fly by Nite]

Wow, 16,682 has to be a record for a months production!
I've seen 14k a few times, this month blows that away!

 

[mattymik]

this all seems … not good for Ford? Whats happening with all the extra inventory?

 

[Sherminiator]

this all seems … not good for Ford? Whats happening with all the extra inventory?

Building up dealership stock-as long as they turn (sell) in 60 or so days, its not an issue.

 

[heavyD]

Building up dealership stock-as long as they turn (sell) in 60 or so days, its not an issue.

They aren't selling in 60 days in my part of North America. The heavy discounts have helped slightly but it's not put much of a dent in inventory as of this morning there are currently 100+ Broncos available for sale in Calgary metro area. In Canada you are looking at about $70k or more for a nicely equipped Bronco which is simply too much money for a lot of Canadians and dealerships aren't helping themselves by optioning out most of the Broncos with Sasquatch and Lux packages.

 

[Nc211]

I think the bigger issue is the YoY reduction in units sold for the Bronco. Only the ultra-expensive Navigator had a bigger drop, and they're rolling out a refresh on it for 2025. I think the Bronco refresh has to be right around the corner.

I also think though, the reduction is a reflection of the current economy and interest rates. The Bronco is a car you "want" more-so than a car you "need". When car loans are running at nearly 10% and everyone kind of feels the chill in the air on the economy (despite what the media says)....we tend to go for what we need over what we want.

 

[CarGuy]

The overall economy is slowing. Fords inventory will continue to build up. Was at a dealer yesterday to pick something up and they had a ‘24 Braptor on the floor a few hundred shy of $100K. It’s going to sit there for a while.

 

[wjtinfwb]

I’d think Ford would sacrifice some Bronco production now for a bigger mix of Ranger trucks production. Truck, particularly lower trim commercial oriented trucks sell better in slow economy’s as fleet purchases are based on need and replacement cycles vs consumer confidence based demand. Plus, I’d like to see my Bronco retain a bit more of its value and flooding the market with them will only result in huge incentives, bigger discounts and eventually fleet sales. The kids of death resale wise is 20k Bronco’s I’m Hertz and Enterprise’s fleets. The UAW won’t care if they’re building Rangers instead of Bronco’s so no issue there. A “value edition” Ranger; XLT, 4wd, moderate equipment with an under 40k MSRP would be great right about now.

 

[wjtinfwb]

I’d think Ford would sacrifice some Bronco production now for a bigger mix of Ranger trucks production. Truck, particularly lower trim commercial oriented trucks sell better in slow economy’s as fleet purchases are based on need and replacement cycles vs consumer confidence based demand. Plus, I’d like to see my Bronco retain a bit more of its value and flooding the market with them will only result in huge incentives, bigger discounts and eventually fleet sales. The kids of death resale wise is 20k Bronco’s I’m Hertz and Enterprise’s fleets. The UAW won’t care if they’re building Rangers instead of Bronco’s so no issue there. A “value edition” Ranger; XLT, 4wd, moderate equipment with an under 40k MSRP would be great right about now.

 

[Sherminiator]

I’d think Ford would sacrifice some Bronco production now for a bigger mix of Ranger trucks production. Truck, particularly lower trim commercial oriented trucks sell better in slow economy’s as fleet purchases are based on need and replacement cycles vs consumer confidence based demand. Plus, I’d like to see my Bronco retain a bit more of its value and flooding the market with them will only result in huge incentives, bigger discounts and eventually fleet sales. The kids of death resale wise is 20k Bronco’s I’m Hertz and Enterprise’s fleets. The UAW won’t care if they’re building Rangers instead of Bronco’s so no issue there. A “value edition” Ranger; XLT, 4wd, moderate equipment with an under 40k MSRP would be great right about now.

Ford doesn't fleet dump any more...and I doubt that Broncos will be on the radars of rental car fleets.

The Ranger is still spooling up and Ford would rather sell less with higher end models then dump on the market with cheaper models

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