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Serramonte Ford Bronco Specialist to Answer Your Bronco and Ford Questions

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Gloff

Gloff

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I see you have a 2019 Ranger do you understand the low tow rating? Have any good info on why it is so low? Any ideas on what it may take to get the rating up?
I suspect it's going to have a lot to do with Suspension design and travel. Wheelbase will likely play a small factor. The Bronco is going to compromise towing capabiltiy for off-road capability. As an example, Raptor has a stronger frame, more power and torque, yet has a tow rating 5k lbs less than the max tow f-150 in a similar configuration. Anything you do to up the tow rating won't be sanctioned by Ford though. Jeep is similar with the Wranger/Unlimited. It's just a different focus.
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stedydrizl

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Reservations are just a registration of interest in the vehicle. As most of you know, you'll be able to convert that into an order later in the year. I can't share specific allocation process information, but we do know it will be different than the traditional allocation process we have for other model lines. Any information on allocation this far out wouldn't be helpful anyway, as it's preliminary since the vehicle hasn't started production yet. We expect that there will be some folks dropping out before order conversion, that will help clear up the picture of production for Ford.

I know that's somewhat vague, but hopefully that helps some. Let me know if that's not the info you were looking for.
I don't want to be negative in what is a positive Forum, but....
2020 has been a real crap year for all of us. Lot's of folks don't have the extra money we had last year and some may be tight for years to come. When people spend their time reserving, studying and dreaming of making a purchase that gives them something to look forward to in these times I think it is more than "registration of interest". That should be used to identify a web click.
Ford's 2Q Sales are down 33%, they are cutting several cars from their lineup this year as well. I think they need to covet potential sales of their flagship product for 2020. They need to treat us all as individual customers who put our trust in them rather than just a number used by bean counters who decide only the richest customers or the ones who know people get served first.
I currently own my 10th Ford Truck, a 2016 F150. I don't need a Bronco...I want a Bronco. Mainly to leave to my daughter one day. I am already a little suspicious after they doubled the amount of first editions that it may be all about the money and screw the customer.....I hope not.
 
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Gloff

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I don't want to be negative in what is a positive Forum, but....
2020 has been a real crap year for all of us. Lot's of folks don't have the extra money we had last year and some may be tight for years to come. When people spend their time reserving, studying and dreaming of making a purchase that gives them something to look forward to in these times I think it is more than "registration of interest". That should be used to identify a web click.
Ford's 2Q Sales are down 33%, they are cutting several cars from their lineup this year as well. I think they need to covet potential sales of their flagship product for 2020. They need to treat us all as individual customers who put our trust in them rather than just a number used by bean counters who decide only the richest customers or the ones who know people get served first.
I currently own my 10th Ford Truck, a 2016 F150. I don't need a Bronco...I want a Bronco. Mainly to leave to my daughter one day. I am already a little suspicious after they doubled the amount of first editions that it may be all about the money and screw the customer.....I hope not.
I get it. Registration of interest is just a term I used, if you think Ford doesn't have every intention of building and selling every Bronco reservation they received, you'd be crazy. Ford would hope that the 165k + reservations convert to orders. Also understand Bronco is going to be built in Wayne, MI alongside Ranger. So you've got two similar models being built concurrently, using dozens of suppliers, each integral to the production of vehicles. Building a new model is no easy task, ask Tesla and their trail of missed targets. They're learning the lesson most manufacturers already know: building cars is hard!

If anything, this approach is intelligent and will result in a faster process, and a better deal for the consumer. I'm saying this as a customer, not as a salesperson. I've seen it time and time again. Every manufacturer does studies on what they think will be popular and where, they gather data from past performance and benchmark other manufacturers; Reality is tricky, and the results often deviate from the predictions. We see it time and time again, a new car comes out that's hotly anticipated, the manufacturer tries to put cars where they're going to sell, but sometimes demand outstrips supply and you get dealer markups.

In this scenario with Bronco, Ford isn't using just past data, customer research and focus groups, and guesstimates, they figuring out who, what trim/options, and where they are so that they can delivery as many as possible. This isn't inside knowledge, just look at the surface; logically, it is a far better solution than past vehicle debuts.

Your point about the richest customers is exactly what happens with specialty units (Raptor/GT350/500/RS Etc...). There are so few made, and dealers mark them up because demand far outstrips supply. This way, you as an individual can put down $100, and you get to pick the dealer you want to work with! That was never possibly in the past. Just because you wanted to work with your local doesn't mean they can get the car. That's why we've decided not to mark them up, just look at the list of dealers in this forum, most in California are no markup.
 
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Boston182

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Bronco enthusiasts,

My name is Sean McLaughlin, I am the Bronco Specialist here at Serramonte Ford. Some of you may know me from the Focus RS forums, as I'm sure there is some crossover from that performance world.

I was reading through some posts and saw some bad information, misguided information, and a lot of great information. First and Foremost, we are not marking up any Reservation with our store. We will also fully honor any X-Plan eligible customer. X-Plan Programs are at the discretion of Ford, and as long as they offer it on your model, we will honor it. X-Plan requires that we verify eligibility, so do let us know what sponsor (your company, eligible member club, or Friends/Neighbors Sponsor) you have so we can let you know what we would need.

I have about 10 years experience with Ford here at this store. For those of you who have orders with us, feel free to PM me here, or you can reach out to me at the store (650-755-7007), or email at [email protected].

For everyone: feel free to post your Bronco, Ford, X-Plan, or any other question relating to the Bronco family. While my vehicle preference has always been on-road, I am an enthusiast like many of you here, and look forward to this new truck. I have an Outer Banks on reservation!

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Ford Bronco {thread} {filename}
Thank you,

Forum Moderators, please let me know if you would like me to change anything here.
San Francisco resident here. X-Plan Holder. First Edition Reservation. Will you be allowing X-Plan on First Edition? So far, previous responses have been "No," but would like to hear it from the horse's mouth.
 

bbqbronco

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I get it. Registration of interest is just a term I used, if you think Ford doesn't have every intention of building and selling every Bronco reservation they received, you'd be crazy. Ford would hope that the 165k + reservations convert to orders. Also understand Bronco is going to be built in Wayne, MI alongside Ranger. So you've got two similar models being built concurrently, using dozens of suppliers, each integral to the production of vehicles. Building a new model is no easy task, ask Tesla and their trail of missed targets. They're learning the lesson most manufacturers already know: building cars is hard!

If anything, this approach is intelligent and will result in a faster process, and a better deal for the consumer. I'm saying this as a customer, not as a salesperson. I've seen it time and time again. Every manufacturer does studies on what they think will be popular and where, they gather data from past performance and benchmark other manufacturers; Reality is tricky, and the results often deviate from the predictions. We see it time and time again, a new car comes out that's hotly anticipated, the manufacturer tries to put cars where they're going to sell, but sometimes demand outstrips supply and you get dealer markups.

In this scenario with Bronco, Ford isn't using just past data, customer research and focus groups, and guesstimates, they figuring out who, what trim/options, and where they are so that they can delivery as many as possible. This isn't inside knowledge, just look at the surface; logically, it is a far better solution than past vehicle debuts.

Your point about the richest customers is exactly what happens with specialty units (Raptor/GT350/500/RS Etc...). There are so few made, and dealers mark them up because demand far outstrips supply. This way, you as an individual can put down $100, and you get to pick the dealer you want to work with! That was never possibly in the past. Just because you wanted to work with your local doesn't mean they can get the car. That's why we've decided not to mark them up, just look at the list of dealers in this forum, most in California are no markup.
OP so far lol. At least you didn't start off like "..we're the 8th largest dealer we don't want your business, little dealers can suck it".

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It's going to have less to do with your dealer of choice and more to do with commodities. Certain builds will have options that will be popular and in short supply. See Tremor F-Series Super Duty right now: I can order one, have allocation for a Super Duty, and still not get the truck because the option is in short supply.
This is a start. It would help if you cleared up a few other things though.

Once the allocation information dropped, some dealerships came on here to spin the details to their favor, and with no official word from Ford to clarify those details and rebuke the misinformation, people became very frustrated and confused. They only have a few weeks left to pick a dealership, yet people are still coming on this forum acting like the voice of authority and saying things like "Those that got in (switched dealerships) early will probably be fine. Those that recently switched, probably not. They'll be waiting a while. This is like a freight train that they didn't see coming," and "You would likely have a better chance to get a Bronco order fulfilled if you choose a large dealer in a major market." These are actual quotes from people whose posts tend to follow the same repetitive theme, possibly in an effort to convince people that they're speaking facts - what we used to call "drip marketing" back in the day.

I haven't seen anything at all that lends credence to these types of statements, yet they appear again and again on this forum - often from the same people (big dealerships trying to scare people in large markets away from moving their reservations, while scaring people in smaller markets into moving their reservations to large ones?). One person even listed all the biggest dealers, suggesting people should switch their reservations. I realize that Ford can't track down every dealership owner and salesperson on the internet and control their messaging, but they could maintain a presence on forums like this one to keep this kind of spin at bay.

This misinformation really sucks for the smaller dealerships that have been providing local, personalized service to people they know in their small towns - people who have trusted them for years to give them a good deal, good service, and sensible delivery date. Meanwhile, the larger dealerships - many of which don't know the meaning of "friendly," "honest," or "timely" - are benefitting from the cavalcade of confusion. And the customer doesn't know which way to turn. They want to stick with their small, local dealer - or switch to a new dealer they just met and trust - but the continuous "spin" that has been left unchecked by Ford has them feeling pressured to go with a bigger dealer that they don't trust, and who may or may not give them the best deal. Otherwise, they're told, they could be waiting forever for their Bronco.

I don't know why someone from Ford can't just step up and clear this up for everyone. It seems you're "the guy" on here now. Can you tell us what's going on?

Thank you for listening.
 

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jonwithanelcamino

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This is a start. It would help if you cleared up a few other things though.

Once the allocation information dropped, some dealerships came on here to spin the details to their favor, and with no official word from Ford to clarify those details and rebuke the misinformation, people became very frustrated and confused. They only have a few weeks left to pick a dealership, yet people are still coming on this forum acting like the voice of authority and saying things like "Those that got in (switched dealerships) early will probably be fine. Those that recently switched, probably not. They'll be waiting a while. This is like a freight train that they didn't see coming," and "You would likely have a better chance to get a Bronco order fulfilled if you choose a large dealer in a major market." These are actual quotes from people whose posts tend to follow the same repetitive theme, possibly in an effort to convince people that they're speaking facts - what we used to call "drip marketing" back in the day.

I haven't seen anything at all that lends credence to these types of statements, yet they appear again and again on this forum - often from the same people (big dealerships trying to scare people in large markets away from moving their reservations, while scaring people in smaller markets into moving their reservations to large ones?). One person even listed all the biggest dealers, suggesting people should switch their reservations. I realize that Ford can't track down every dealership owner and salesperson on the internet and control their messaging, but they could maintain a presence on forums like this one to keep this kind of spin at bay.

This misinformation really sucks for the smaller dealerships that have been providing local, personalized service to people they know in their small towns - people who have trusted them for years to give them a good deal, good service, and sensible delivery date. Meanwhile, the larger dealerships - many of which don't know the meaning of "friendly," "honest," or "timely" - are benefitting from the cavalcade of confusion. And the customer doesn't know which way to turn. They want to stick with their small, local dealer - or switch to a new dealer they just met and trust - but the continuous "spin" that has been left unchecked by Ford has them feeling pressured to go with a bigger dealer that they don't trust, and who may or may not give them the best deal. Otherwise, they're told, they could be waiting forever for their Bronco.

I don't know why someone from Ford can't just step up and clear this up for everyone. It seems you're "the guy" on here now. Can you tell us what's going on?

Thank you for listening.
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sliwa

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@Gloff x plan has been mentioned a lot, but what about a/z plan? My local dealer said he was told it should be accepted, but this has not been stated by Ford. I can see maybe the FE not being a/z eligible; but Ford wouldn’t block the whole lineup from a/z, would they?

Also, I get the reasoning for pricing the Base 2 door below 30k. But why the huge price jump from Base 2 door to 4 door? The price jump for other trims is about 2k less. And that is with a soft top and now manual tranny standard.
 

lenitech

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@Gloff There are a lot of people in Norcal with reservations looking to switch their reservations to the first dealer that comes up with an offer for Bronco6g members similar to Granger and Stephens auto. There is a tally started here: https://www.bronco6g.com/forum/threads/what-if-a-northern-california-dealer-matched-granger.5692/

Also, a lot more discussion in the Sac Bronco Club and Bay Area Bronco club on this site. Is Serramonte Ford willing to put some offer together for the West Coast?
 

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Gloff

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San Francisco resident here. X-Plan Holder. First Edition Reservation. Will you be allowing X-Plan on First Edition? So far, previous responses have been "No," but would like to hear it from the horse's mouth.
Yes, so long as it's not exempt from the program. Ford tends to exclude specialty vehicles from AZXD programs, so it's possible FEs will be exempt. We should know more once we can convert orders.
 

Boston182

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Yes, so long as it's not exempt from the program. Ford tends to exclude specialty vehicles from AZXD programs, so it's possible FEs will be exempt. We should know more once we can convert orders.
The issue with that is that order conversion is in December and cutoff for dealer switch is October 31st. Can you commit to any kind of pricing or deal to make me want to go to Serramonte, knowing I have a first edition that might not be eligible?
 

Kuze

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@Gloff So are you saying that it doesn't matter who our dealership is, we will get our order in a timely manner vs. having to switch to a larger dealership? To me, to be very honest, it does matter which Apple Store I go purchase a MacBook from, it should arrive in the same time as someone who purchased their MacBook from a larger store (or Flagship store).

Could you please shed light on this? I think the main confusion here for a lot of people, including myself, is that we feel if we don't switch to a "bigger" dealership, we will get screwed.
 

thattrue32

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What are the odds of seeing a 4 door bronco in person before placing our order? I have a wildtrak reserved and id like to sit in one before placing my order.
 

Lakelife36

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I suspect it's going to have a lot to do with Suspension design and travel. Wheelbase will likely play a small factor. The Bronco is going to compromise towing capabiltiy for off-road capability. As an example, Raptor has a stronger frame, more power and torque, yet has a tow rating 5k lbs less than the max tow f-150 in a similar configuration. Anything you do to up the tow rating won't be sanctioned by Ford though. Jeep is similar with the Wranger/Unlimited. It's just a different focus.
This compromise is what a max tow package would be for then. And we're only talking 4500-6000lbs here, certainly nothing close to proper truck numbers.

Dont forget "capabality" is a bit of a subjective term. Some people need it to be able to crawl huge rocks forit to be "capable", some need it to be able to take sand dunes at racing speeds for it to be "capable", but personally I won't find it very "capable" at all if it can't tow at least 4500lbs up a logging road to my favourite campsites and hunting grounds. We have Badlands for crawling and Wildtrak for baja, so why can't we have a max tow package (even if it's only available on four-door lower end models with a modified suspension) for a reasonable towing capacity?
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