Conversion Percentage from Bronco Reservations to Bronco Sold Orders

[North7]

Success for Ford is 100% MY21 builds from reservations - no dealer stock. If that bleeds into MY22, all the better. Demand with no available supply- perfect marketing. Interesting that the reservation book is still open. Conversion rates - the missing factor for dealer allocations that will impact some of us more than others.

100% will never happen, Ford said they expect 70% conversion which seems like pie in the sky to most of us.

Current survey says most likley it will only be 40% at this point, only time will tell.

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[Gamecock]

100% will never happen, Ford said they expect 70% conversion which seems like pie in the sky to most of us.

Current survey says most likley it will only be 40% at this point, only time will tell.

What surveys say 40%? I haven’t seen any surveys of reservation holders. I have seen surveys asking people to guess what the conversion rate is...that’s useless. Ford does research and real surveys and wouldn’t just throw out a number like that to investors if they weren’t confident. I bet it’s very close to their number. I hope it’s 40, as then I’ll get one early...but no way will it be that low.

 

[Boxer4]

100% will never happen, Ford said they expect 70% conversion which seems like pie in the sky to most of us.

Current survey says most likley it will only be 40% at this point, only time will tell.

Re-read the first sentence. I am saying Ford has already succeeded if it’s first year builds are entirely FROM reservations. For Ford the conversion rate only matters if the fails to meet that goal. More to the point for buyers is how the preliminarily allocations process unfolds and that hinges on conversions. Many here still hold on to that there is an absolute build order that will be established after Jan 31st. I am not so sure. If Ford has 20k orders by mid December and they can create productive runs, why not align the commodities and set the build schedule?

 

[North7]

What surveys say 40%? I haven’t seen any surveys of reservation holders. I have seen surveys asking people to guess what the conversion rate is...that’s useless. Ford does research and real surveys and wouldn’t just throw out a number like that to investors if they weren’t confident. I bet it’s very close to their number. I hope it’s 40, as then I’ll get one early...but no way will it be that low.

Re-read the first sentence. I am saying Ford has already succeeded if it’s first year builds are entirely FROM reservations. For Ford the conversion rate only matters if the fails to meet that goal. More to the point for buyers is how the preliminarily allocations process unfolds and that hinges on conversions. Many here still hold on to that there is an absolute build order that will be established after Jan 31st. I am not so sure. If Ford has 20k orders by mid December and they can create productive runs, why not align the commodities and set the build schedule?

Fair points for Ford's success with the Bronco, but the thread was just a way for the community to discuss their opinion on the conversion rate. I'm pretty certain the wall street analysts will not take our little humble poll into account, well maybe not, unless they want a way to gauge the Bronco enthusiasts fervor to set their own private projections.

As far as the voodoo of build schedule and allocation, that is a black hole we can leave for any of the other threads on the subject.

 

[dmpplantz]

I see a large number of reservation holders for the 2021MY dumping those reservations for the 2022 or 2023MY with hopes of a better Bronco.

As they should. You show one thing and only offer another!? No thanks!

 

[Incognito]

100% will never happen, Ford said they expect 70% conversion which seems like pie in the sky to most of us.

Current survey says most likley it will only be 40% at this point, only time will tell.

With the latest backsliding of the job #1 date, Ford will have no problem blocking in 100% of the 21MY slots with reservations.
Even if the conversion rate is only 40%.

 

[North7]

With the December B&P surprises and reservation cancellations it looks like Ford may be on track to reduce the number of reservations to something they can actually build and deliver.

 

[AzScorpion]

With the December B&P surprises and reservation cancellations it looks like Ford may be on track to reduce the number of reservations to something they can actually build and deliver.

It almost seems like that was their plan. Jack up the prices and get people to cancel then dealers could have their stock sooner. Dealers are going to have a lot of people coming in wanting a Bronco after seeing them on the road. They're not going to like being told it's going to be a year + wait for reservation holders to get theirs first. I don't think Ford or any manufacturer would intentional do this but it does make you wonder??‍

 

[Carolina Jim]

Jack up the prices and get people to cancel then dealers could have their stock sooner. I don't think Ford or any manufacturer would intentional do this but it does make you wonder?

The line between ineptitude & deviousness often blurs.

 

[jsharpe]

I understand your point and if the goal was to maximize conversions then upping the reservation cost would help since only people who were fairly serious would give Ford that interest free loan. On the other hand if the goal was to spark interest and buzz then the stupid low reservation cost seems to have worked. For me personally there were way too many unknowns to commit to a higher cost reservation for a vehicle so far in the future. For example, if the reservation cost was even just a refundable $500 or $1000 I would have simply bought something else and revisited the Bronco in a couple years after more options are available, lots of reviews are in, and I could actually sit in and drive them. As it stands so far (barring any more schedule slips or price increases) I did just the opposite. I didn't buy something else and am waiting for the Bronco.

 

[North7]

I understand your point and if the goal was to maximize conversions then upping the reservation cost would help since only people who were fairly serious would give Ford that interest free loan. On the other hand if the goal was to spark interest and buzz then the stupid low reservation cost seems to have worked. For me personally there were way too many unknowns to commit to a higher cost reservation for a vehicle so far in the future. For example, if the reservation cost was even just a refundable $500 or $1000 I would have simply bought something else and revisited the Bronco in a couple years after more options are available, lots of reviews are in, and I could actually sit in and drive them. As it stands so far (barring any more schedule slips or price increases) I did just the opposite. I didn't buy something else and am waiting for the Bronco.

And we remember how this turned out.

 

[Hjhof]

I wonder what a 40% conversion rate would do to later reservations, as of right now I’m keeping mine, because my build was only minimally affected by the B&P mess and I just reserved last week so I know I’m a MY22. BUT I was thinking mid 2022 at best, if they only get a 40% conversion rate I wonder if that falls to early 2022

 

[Atomicdog]

I don't think Ford will come close to their expectation of 70%. My guess is a shade under 50%.

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