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Ford details Bronco allocation process to dealers; top performers could get 'hundreds'

Per Autonews

DETROIT — Ford Motor Co. executives are hopeful that dealers will convert an "incredibly high" percentage of Bronco SUV reservations into actual sales and believe they'll be filling those orders for more than a year.

The automaker on Friday reached out to its U.S. retail network in a video to describe the allocation process for one of the most highly-anticipated vehicle launches in its recent history. Ford began building Bronco pre-production models at its Michigan Assembly Plant this week and plans to deliver the first off-roaders starting in late spring of next year.

Ford earlier this week said the Bronco build-and-price site will go live in October. Beginning in November and continuing through January, dealers will work with customers to convert their $100 refundable deposit into an actual sale, confirming accessory purchases, final prices and financing options. Ford expects to offer customers an approximate timeframe on their vehicle's build date starting in February.

Mark LaNeve, Ford's vice president of U.S. marketing, sales and service, told Automotive News he initially expects "over 75 percent" of the roughly 165,000 refundable deposits will be converted to sales, although that conversion rate is likely to fall for customers who have to wait longer for their Bronco. He said Ford will "definitely" be filling reservations into 2022.

Dealer allocation will depend on a retailer's market size, previous SUV sales performance, the number of reservations tied to their store and competitive off-road registrations in their market, LaNeve said.

"We're really trying to have an equitable and fair process for allocating to dealers," LaNeve said. "We have dealers that will get hundreds of Broncos allocated to them in 2021 and you go from there. Bigger dealers with lots of reservations will generate the most allocation, but we're going to try and take care of every dealer who has reservations."

He declined to offer any production estimates, but before the coronavirus pandemic Ford officials indicated they expect sales of the Bronco family of vehicles — which will include two- and four-door versions of the Bronco as well as the Bronco Sport — will hit at least 200,000 in 2021.

LaNeve declined to say how many Bronco Sport reservations Ford has recorded, noting it was "a lot less than the two-door and four-door but still significant." He said he Bronco Sport will go on sale about the same time as the redesigned F-150, which will hit showrooms in November.

LaNeve said dealers are not required to invest in facility upgrades to sell the Bronco, although they must undergo training, add certain displays to their showrooms and develop a business plan with one of Ford's eight accessory distribution centers.





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XCR440

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Just had a Ford Dealer meeting about Bronco Allocation. Not allowed to say much about it due to confidentiality (and most won't mean anything to the consumer anyway), but they did confirm most of what we've already seen on this site
  • Build and price October
  • Reservation conversion to orders December
  • January end of reservation conversion period.
  • Only 1 FCTP (mannequin) unit for Bronco (got 2 Bronco Sports)

Ford is aware of the long time frame many are looking at, and they know they need a process to keep the customer informed, but are still being finalized. Allocation will be different from other lines as expected due to reservation process and they plan on getting the dealers long term allocation numbers (for the year) so we'll have some idea for scheduling. I was afraid it would be monthly so we'd just be guessing how long, with this we should have some idea. That said, I've been saying and will continue to say that commodities are likely to be a problem and will cause some earlier reservations to get built after later ones so even with this it will be just an Estimate.
 
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XCR440

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Manequin units will just be a Bronco ordered the way the dealer wants (I did an Outer Banks and a Badlands for my Sports), Ford requires they have an accessory package. They haven't said what they are, but for Sport it was on of 5 themes, Camp Bike, Water, Snow, Cargo. The units will be in FCTP (service loaner) program (usually 2,000 miles)

You'll be ordering based on color books or colors on other vehicle lines. Mannequin units won't be built until production starts and reservation conversion will be over by then.
 

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Manequin units will just be a Bronco ordered the way the dealer wants (I did an Outer Banks and a Badlands for my Sports), Ford requires they have an accessory package. They haven't said what they are, but for Sport it was on of 5 themes, Camp Bike, Water, Snow, Cargo. The units will be in FCTP (service loaner) program (usually 2,000 miles)

You'll be ordering based on color books or colors on other vehicle lines. Mannequin units won't be built until production starts and reservation conversion will be over by then.
So this means that as the consumer we wont even have a vehicle to sit in before ordering? nice.
 

Rick Astley

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That said, I've been saying and will continue to say that commodities are likely to be a problem and will cause some earlier reservations to get built after later ones so even with this it will be just an Estimate.
Exactly this!

The reservation process Ford currently uses was developed ahead of Ranger launch. People are going to be flipping their lids in these forums when their conceptualized timeframe for production isn't realized.

VIN will get created, but your Bronco won't start production until 100% of parts are allocated and on-hand for build (what you more technically refer to as "commodities"). If you've got some wonky factory accessory on your build which isn't made yet, your Bronco won't start production! If they don't have enough (name part) that's super popular in-hand, your Bronco won't start production. People who have the financial flexibility to buy as many accessories at the dealership level and outside of financing will most likely see their vehicle completed faster. And reservation number means doodly-squat once orders start filling up the production log.
 

Gr8Hortoni

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question from the peanut gallery.... by yearly scheduling, is that in reference to each reservation?
 

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It would be wonderful to know what trim/package would allow for an early build at the time of ordering. Such as, I am set on a Non-Sasquatch Badlands with a manual transmission but if I know for certain that combination requires a 6 month delay I would be more than happy with the 2.7L auto and a June delivery.
 

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" Dealer allocation will depend on a retailer's market size, previous SUV sales performance, the number of reservations tied to their store and competitive off-road registrations in their market, LaNeve said. "

@Granger Ford how big is the smile on your face right now?
When I saw Grangers deal I knew exactly what they were doing. They were aiming for better allocation. I watched Criswell in MD do it in Maryland do it with their customer built Jeeps. Offer a good deal on a build and watch the masses come in. Now they are a JEEP supercenter.

Just my opinion.
 

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