New Ford Broncos are so in-demand, one just sold for US$126,500 at auction
|driving.ca 13 Sep 2021 at 14:41|
Ford has already received more than 190,000 reservations for the SUV, and was recently halted all online ordering, . The amount of reservations, coupled with production issues around hardtop replacements , has put a significant dent in rollout plans for Fall 2021.
The American automaker is also apparently providing its dealers with special funding to spend on customer relations with hopefully-patient Bronco orderers. In a memo sent to all dealerships last week, Ford put the onus on its brick-and-mortar locations to understand the needs of their customers and use the fund – which caps the per-customer spend at $1,000 – accordingly to ease the pain of Bronco-less driveways. That includes specific ideas like purchasing a customer’s “favourite bourbon or spirit” as one option, says The Drive .
Colorado-based The Fast Lane Car reported at the end of August that some customers had for their patience, with one recipient claiming Ford included a note in the package cleverly asking them to “hang in there.”
Time will tell if customer frustrations boil over and Bronco pre-orders suffer as a result. For now, at least one auctioned Bronco confirms patience, or lack thereof, is worth about US$63,000.