The reception at Bronco 2021 – Ford’s flagship series of 4 × 4 vehicles, which were unveiled earlier this month, exceeded the company’s expectations optimistic Initial projections, CEO Jim Hackett said Thursday in a earnings call.
More than Ford explains that 150,000 customers have dropped $ 100 to book a place to order one of the vehicles.
“We believe this vehicle family has great potential upside down in the growing off-road category and this is a category with a leading OEM that has not been seriously challenged so far,” Hackett said.
These are, of course, mere reservations, not real orders. Deposits are refundable. Now, Ford has focused on the due diligence needed to determine how many of these reserves will become orders as it sets out its branding manufacturing strategy.
The Ford Bronco 2 and Bronco 4 will be built at the Michigan assembly plant in Wayne, Michigan. The Bronco Sport will be mounted at the plant in Mexico. The company is now calculating how many staff trips from each factory correspond to actual orders.
“There’s still a lot of work to be done,” Ford career director Jim Farley said Thursday in a call with analysts. “But the mix is fantastic.”
The Bronco is a brand that relies heavily on nostalgia, customization, functional design and technology, such as the manufacturer’s state-of-the-art infotainment system and a digital route mapping feature that allows owners to plan, record and share your experiences through an app.
While the response to the Bronco has been pleasant, there are several competitors with the goal of winning customers. GM released a video this week cracking its all-electric GMC Hummer. While the video was a combination of promotional keywords, it also showed that GM had clearly identified Ford Bronco and Tesla Cybertruck as its main competitors. Then there’s Rivian at the electric height, which plans to start production of its eV and SUV pickup in 2021.