The last Ford Bronco rolled off the assembly line way back in 1996. Then, Ford announced that it was bringing back its iconic off-road SUV in 2017. After three-plus years of impatiently waiting, the 2021 Ford Bronco was finally revealed to the masses in July. So we certainly can’t blame the Bronco’s 190,000+ reservation holders for getting a little tired of waiting for their vehicle to enter production.
This problem was only compounded by a recent announcement that 2021 Ford Bronco deliveries were being delayed until the summer of 2021 after they were originally slated to start in the spring. For some reservation holders, this was the straw that broke the proverbial camel’s back, it seems.
“After waiting three years for the Bronco, I’m sad to go in another direction,” Ford Authority reader Brian told us. “My preference is Ford and I waited as much as possible for the new Bronco to come out but my truck (2004 Ford F-150) is falling apart and I need a new one today so I can’t wait anymore. It’s now between the Colorado ZR2 and Wrangler…leaning towards the Jeep. Maybe I can get a Bronco later once they’re released.”
“Long time reader, first-time commenter,” added John. “Was so excited for the Bronco but had to cancel my reservation since I just can’t wait much longer…definitely can’t wait through another delay since my lease expires in March. Will probably end up getting another Wrangler, maybe the Jeep truck. I can’t be the only one in this situation. Ford needs to hurry up and release this thing or risk losing a lot of orders.”
As Ford has pointed out in the past, the development process for the 2021 Ford Bronco has actually gone very quickly. Problem is, it announced the model’s return earlier than it typically does, a move that certainly helped create more hype behind the Bronco’s return, but also has seemingly caused some folks to get impatient as well. Throw in the fact that some reservation holders saw the price of their builds jump unexpectedly due to some errors in the Build & Price tool recently, and it’s easy to see where all this frustration is coming from.
Ford is attributing its latest delay to COVID-19 related supplier issues, which were likely unavoidable. But we can certainly understand why some people will be forced to go in another direction, especially if they’re in need of a vehicle in the next couple of months.
We’ll have more on the Bronco very soon, so be sure and subscribe to Ford Authority for more Ford Bronco news and non-stop Ford news coverage.
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View Comments
I can't justify buying one until the end of 2021. Win for me! 😉
I don't see how a month or so could change a $35k+ decision. Go ahead and buy something you'll no-doubt be disappointed in and regret.
More like buy a vehicle that is brand new. One that is liable to end up in the parking lot, so the suppliers can finish assembling it. Then take delivery, and sit back and wait for the long string of recalls, dealer excuses as to why things don’t work, and denial of warranty claims.
So the timing didn't work out for 2 people and the author makes it seem like people are canceling orders left and right? GTFO
I seriously can’t believe some of the click bait trash written on the internet these days lol
Just because we only included the stories of two people doesn't mean they are the only two reservation holders on the planet that are canceling their reservations, and nowhere in the article does it say that people are canceling them "left and right." There are plenty more folks who are doing the same thing or at least thinking about it. A simple search will turn up more results if you would like to do some additional research before jumping in and calling something "clickbait trash."
I have to agree. There is nothing of significance in this article. Finding 2 people who canceled their reservations and indicating there are more, is not a story. Even if the launch went perfectly, you could still find 2 people who came up with some sort of reason to be dissatisfied especially when there are 190K reservations holders and the only requirement to get on the list was a $100 fully refundable deposit.
Here are some suggestions for a meaningful article:
- Survey Bronco holders to find out what percentage have decided to cancel.
- Categorize the reasons they are canceling.
- Compare to stats from other manufacturers.
I believe Tesla has something like a 30% reservation to order conversion rate. While not an apples to apples comparison, it demonstrates that Ford should expect a lot of non-converted reservations.
Your article "easy" on the cancellations, was not click bait, but rather making your point in a gentlemanly manner. The bronco roll out has been a carnival side show. Delays: covid did it, more delays: covid did it again, ordering price and build sheet problem: we are new to computers and didn't know how to test for it... ETC. ETC. Covid is real, and one death it to many, but it appears the covid has a mind of its own, and it does not like ford. Why are the other mfgs able to put New Models on their lots, right now? I believe you gave two examples, that were just that, examples. they exemplified the situation, some people have a problem understanding "for example". With the Jeep's new V8 offering, the Bison, and other very capable 4x4s for sale, bronco is not the only choice. Now, if Yugo would just start mfg a "real tough looking" 4x4, offer it in some flamboyant colors-they could sell a stack of them!
I gave up last summer and traded my 13 Fusion for a 17 F-150. Been waiting since I bought the Fusion, two more years of delays was more than I cared for and at the point of changing my mind I needed a vehicle that could tow my boat, cargo trailer and atv. Maybe it will come back into my decision making sometime in the future but it wont be in 2021.
I’m getting a Wrangler 398. Ford doesn’t care enough to stick a V8 in the Bronco. They could easily put in the coyote engine.
This isnt 1992. People don't care about V8's anymore.
FCA has had how many years to contemplate putting the 398 in the Wrangler? And they are just now doing so. Why is it that everyone seems to expect the Bronco to have every option under the sun available in the first model year?
What this article leaves out that are also causing reservation holders to drop are the B&P delays/inaccuracies, pricing increases, option packaging, lack of communication from Ford, showing one thing but not offering it (saddle interior that can't be had and offering navy pier for the FE) and the list goes on. Ford has absolutely botched pretty much every part of the Bronco rollout. People don't want to pay $50k for a vehicle and have to settle on options because they're not available or priced out because of packaging.
People didn’t know prices when they reserved. When they saw the prices on more equipped versions, they said forget it
The rebates will be huge after a year their out on the road. The tease much to long for the prize.
FoMoCo is a joke and has been a joke for a long while now. Inferior Products that are overpriced and unreliable. Please move on. Every Delay is blamed on Covid-19
The foreign car companies are not having the same issues.
T D J. not sure if your trolling for clicks for F.Authority, but the average person on this site has their own opinion of Ford, their Employees, and workmanship. Every manufacturer, non-automotive included, is having issues with adjusting to Covid, have you seen the price of a 2x4 lumber? Eyes wide open my friend.
I believe his comments are spot on. Yes, everyone, world wide, has been hit by covid, in one way or another, yet many car companies are able to deliver, new model year vehicles, and on time. ford seems to have been hit harder, and more often than many (if not all) others. It is difficult for me to believe, the build and price "screw ups" were covid related, what is worse is that they happend at all-ford had all the time it wanted to check and recheck their own procedures-this is a problem with leadership.
That's why the F-Series is the best selling vehicle for 40 years, the Mustang outsells their laughable competition and the Explorer is the best selling SUV in history. Be gone with your nonsense.
I reserved a bronco 4 door badlands back in July. I bought a new ZR2 Bison this weekend. Ford has ruined this whole bronco process to the point that the bronco was going to be my 9th Ford vehicle and now I am driving a Chevy for the first time, and will likely never support ford again. Too many lies and miscommunications through all of this. I suspect that ford got in over their head with more reservations than they could fulfill and are trying to get people to cancel. That’s the only possible explanation for how they have treated us.
I had an 03 F-150 was waiting for the 2019 Bronco. My 03 fell apart. I got 13 F150. To hold me over for the 2020 Bronco... Now the transmission is going and now waiting for the 2021 Bronco!!!! I've wasted alot of money waiting on this freaking thing!!!!!
Anybody who keeps a vehicle that long is asking for trouble.