Ford CEO Jim Farley on Bronco production & price protection [as of 2/14/22]

[lakesinai]

What kind of price increase can those of us that are after march 19 2021 expect? Seems ridiculous that anyone who placed a order before said price increase should have to pay it. I placed my order almost 7 months ago and to think I have to pay more for my rig seems crazy

Its like Gronk and the USAA commercial, they're protecting the people who were told over and over that March 19 was the deadline, and so we ordered. And actually, that date was extended another week or so. When Ford then found that they couldn't fulfil those original orders, and people would have to wait, the issue became protecting them from price increases even though they ordered by the original March deadline.

Those who choose to wait a few weeks or months after March 21 (or whatever that original date is), to get more options, or whatever reason, sorry, USAA is only for . . . Original early order holders.

Its all, to me, a bit of a tempest in a tea pot. The 2022 prices haven't gone up much, and once theres an agreed DORA price, I don't see the problem.

If I, as a January 2021 order holder, had decided to wait a year to order a green Bronco, or an Everglades, I would have no grounds for complaint if My Bronco cost an extra $1,000 or more due to price increases. I made an informed choice.

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[vzqhsg]

My question is: What exactly does "Orders Placed Before March 19, 2021" mean? Is that my original $100 deposit which was supposed to lock in my purchase price, which i did that prior to 3/19/21 or is it the date when i dropped of my $1,000 check at the local dealer? which I did after 3/19/21...

A recent update from Ford below.

Jim Farley told Bloomberg the company would try to scale Bronco production fast, but would have to “communicate to (buyers) what’s realistic.” The full statement Ford provided is the following:

Meeting the phenomenal demand and interest for the Bronco during the pandemic and supply chain crisis has been challenging. We are increasing production as quickly as possible to help meet this demand. We are aware that some customers who placed orders at certain dealerships may be waiting longer than expected. We are investigating why this has occurred at a limited number of dealerships. While each Ford dealer is independently owned and operated, Ford Motor Company is doing as much as we can during these unprecedented times to deliver Bronco SUVs to customers as quickly as possible. This includes providing price protection through the 2023 model year for customers with orders placed before March 19, 2021, continuing to offer new special editions and options to thank them for their loyalty and patience. Additionally, if a customer isn’t happy with their dealer experience, they have an option to transfer their reservation or unscheduled order to a different dealer. We encourage customers that may have questions or concerns to contact the Ford Bronco Support Team at 1-800-334-4375.​

​

In response to the question about allocations, regardless of the vehicle, we communicate to our dealers that we expect them to operate within Ford’s allocation system, which treats all dealers fairly and complies with state laws, and to not take customer orders in excess of what the dealer knows it can fill.​

https://jalopnik.com/ford-keeps-sending-the-bronco-to-dealers-who-mark-up-pr-1848534799

So if you placed after the 2021 price protected date, you will have to pay the increase from model year to model year, even though it's Ford's issue? Did I understand that correctly??

 

[igotnoclevername]

In other words:
"Granger customers can still get bent"

w3rd. I need to know what happens to price protection in 2024 or 2025 seeing as I'm part of the Grangetober group.

 

[Briley]

So if you placed after the 2021 price protected date, you will have to pay the increase from model year to model year, even though it's Ford's issue? Did I understand that correctly??

Yes and don’t forget, while you wait they CONTINUED to take orders and build them before yours.

 

[Lab00Rat]

So, basically you lose the 21 to 22 price protection...

 

[John Auer]

I may be wrong, but switching to a different dealer hoping to get your Bronco sooner, is probably wishful thinking. The dealer you switch to has their own customers and a limited allocation. You’ll probably end up at the the back of their line. I’m staying where I am.

 

[Lucky]

We are aware that some customers who placed orders at certain dealerships may be waiting longer than expected.

Shots fired!

 

[Compta38]

If you don't have price protection I guarantee at least an increase of at least $1500 across the board for 2023 model year. The F150s are about to be hit with $1500 in a couple weeks as well.

P.S. Farley is a clown and that's about the nicest way I can put it. Clown leadership, clown company, clown launch and even clown suppliers. Any other company could have done better with this launch.

 

[MnLakeBum]

I may be wrong, but switching to a different dealer hoping to get your Bronco sooner, is probably wishful thinking. The dealer you switch to has their own customers and a limited allocation. You’ll probably end up at the back of their line. I’m staying where I am.

Me too. I ordered 1/29/21 with a 7/20/20 reservation and am just hoping to see my OBX/SAS/LUX/MIC/2.7/ by October when the snow starts falling again.

I ordered a second OuterBanks 2.7/Soft top/LUX/2.7 on 12/9/2021 and got a phone call from my dealer last week that it is scheduled for April 4th production. I expect that one to be delayed, but I finally have a VIN at least. I'll sell the soft top likely at a profit when the SAS/MIC arrives as I see no end in 2022 to the supply/demand Bronco imbalance.

 

[Shorevet]

Did Ford come out and say you had to order before 3/19/2021? The March 25th email stated:

"Offering price protection to all current Bronco order and reservation holders (as of March 19, 2021). This will ensure you will not see an increase in the MSRP if you receive an equivalent 2022 model year Bronco."

I read this as either reservation or order before 3/19.

It’s not an “or” it’s both having a reservation and an order before 3/19/2021. Someone could have placed a walk-in order before 3/19/2021 without a reservation and they would not be price protected either.

 

[WyoBronc]

Please stop giving out this misinformation, people may make decisions based on it. Below is an Email from Ford sent out circa 3/26/21, I will bold, yellow, and increase font size on the relevant passage;

March 25, 2021 Dear Bronco Owner:

When we thought about bringing Bronco back after 25 years, we couldn't have imagined the enthusiasm this vehicle would generate, and we are truly grateful for the overwhelming response. In fact, we didn't expect as many orders for high-end series, packages, and options. Add on a global pandemic, and this vehicle launch quickly escalated to one of the biggest challenges we've faced in years. These challenges have resulted in product changes for your Bronco order, which we want to share with you today. We know this news will be frustrating, and for this we sincerely apologize.

Black Painted Modular Hard Top & Dual Top Roof Update In October of 2020, we told you that the black painted modular hard top and dual top roofs were not going to be available for the start of production this summer. At that time, we believed we could still offer these features as a late summer availability option for 2021 model year. However, due to the continued effects of COVID-19 on our supplier, the black painted modular hard top and dual top roofs will unfortunately not be available until 2022 model year. Customers who currently have the black painted modular hard top or dual top roof selected will have the following options (your MSRP price will be adjusted accordingly): Order the carbonized gray molded-in-color hard top roof (you can see a version here) Order the black soft top roof (with exception of Wildtrak and 2-door) (you can see a version here) Wait for black painted modular hard top or dual top roof option for 2022 model year To make it right for not being able to get the roof option you selected, we will provide 200,000 FordPass Rewards Points ($1,000 value) if you take delivery of a 2021 model year Bronco. Since all roof options will be available for 2022 model year, only those who take delivery of their Bronco in 2021 will be eligible for this offer. We hope you'll use these points to personalize your Bronco including several roof accessory choices through Ford Accessories. Your dealer will have more details on these options in the coming weeks and can also explain the redemption process.

Complimentary Sound Deadening Headliner To try to make it right for you we'll be providing complimentary sound deadening headliners on all Broncos equipped with a molded-in-color roof ($495 value). If you ordered a cloth or leather interior you will receive the headliner automatically. If you ordered a Marine Grade Vinyl interior you have the option to add in the headliner at no cost, as you may want the functionality of a wash out interior. If your vehicle was ordered with the sound deadening headliner, your price will be reduced by $495 MSRP.

Production Update While retail deliveries remain on track to begin this Summer, the continued effects of COVID-19 on our supplier readiness means more customers will get a 2022 model year Bronco than initially planned. We are addressing this longer wait by: Investing millions of additional dollars to increase production of key high demand features so you can take delivery of your ideal Bronco as soon as possible. Offering price protection to all current Bronco order and reservation holders (as of March 19, 2021). This will ensure you will not see an increase in the MSRP if you receive an equivalent 2022 model year Bronco.

While You Wait We know you want your Bronco. And we want to get you and your Bronco out on the trails as soon as possible. While you wait, we're developing exclusive experiences for you, including early access to Bronco Off-Roadeo and we are providing you a $250 voucher to be used at any one of the four Bronco Off-Roadeos – this can be used for experience add-ons, merchandise, or toward the price of bringing a guest and is valid until December 2023. To learn more about Bronco Off-Roadeo, visit www.BroncoOffRoadeo.com – we hope we see you there. Finally, we will be sending exclusive invitations to upcoming events, to experience Bronco firsthand. Our team at Michigan Assembly Plant, where the Bronco is born, remain on track to begin deliveries this summer. As a reminder, in late May, we will provide you with more information on the estimated delivery timing for your Bronco and we're committed to keeping you up-to-date through the entire delivery process. We appreciate your patience and your business. And we thank you for giving us the opportunity to try and make this right.

Order Updates Due April 8 With these product updates, you now have until April 8, 2021 to work with your dealer to update/modify your order. If you have any questions about how these product updates or customer satisfaction offers impact you, please contact your Ford Dealer, the Bronco Customer Care Team at Ford's Marketing Program Headquarters at 800-334-4375, or view our FAQs here.

Mark Grueber Bronco Marketing Manager

Like virtually all correspondence from Ford it depends on what guidance you read, when you read it, and who said it. If you point to the above information from Grueber, some mealy mouthed sales manager or ford customer service rep will point to the message from Levine posted by the OP. I can’t keep up……one thing I do know is you can’t get a Bronco as a reservation holder without placing an order, and the only day referenced for price protection. Is March 19, 2021…..so perhaps he meant that (reservation holder AND order) literally as opposed to OR.

 

[GO_SOONERS_TXSUX!]

I just want the damn thing! By the time I get it there will be new trims out in public lol!
Reservation July 16th, 2020
4d
Wildtrak
Lux
Changed to soft top from hard Oct/21
Changed from Antimatter Blue to EG Oct/21
Blend date 1/18/22
Expected delivery date 5/18
Ice Hell as of now!

 

[John Auer]

Me too. I ordered 1/29/21 with a 7/20/20 reservation and am just hoping to see my OBX/SAS/LUX/MIC/2.7/ by October when the snow starts falling again.

I ordered a second OuterBanks 2.7/Soft top/LUX/2.7 on 12/9/2021 and got a phone call from my dealer last week that it is scheduled for April 4th production. I expect that one to be delayed, but I finally have a VIN at least. I'll sell the soft top likely at a profit when the SAS/MIC arrives as I see no end in 2022 to the supply/demand Bronco imbalance.

I ordered mine, (see signature), on 3/2/21. I probably won’t see it until late fall. If that’s the case, I may opt for a ‘23MY. We’ll see how it goes, I just don’t think it’s worth switching dealers.

 

[swami37]

What kind of price increase can those of us that are after march 19 2021 expect? Seems ridiculous that anyone who placed a order before said price increase should have to pay it. I placed my order almost 7 months ago and to think I have to pay more for my rig seems crazy

Ridiculous to think that you should pay model year 2021 price
when you are getting a model year 2022. Don’t ya think?

 

[Last Ride Bronco]

The most simple way to say it (at least in my mind), is this: “If you converted your reservation to an order before March 19, 2021…you’re covered.

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