Ford Authority

Over One Third Of New Car Shoppers Are Willing To Order Their Vehicles

The automotive world has changed drastically over the past couple of years in the wake of the COVID-19 pandemic and resulting supply chain issues, forcing automakers to slash production considerably. This has led to dwindling inventory and surging prices, though fewer and fewer buyers are willing to pay more than MSRP to bring home a new vehicle these days. Instead, an increasing number of new car shoppers are open to ordering their next vehicle, according to new data from Cox Automotive.

Of those surveyed in a recent study, 35 percent of new car shoppers said they would be willing to order their next new vehicle, though on average, those same folks expect to wait around 10 weeks to take delivery of that vehicle. Even more interestingly, 63 percent of the study’s respondents said that they believe the “order and wait” process will become the new normal for purchasing a vehicle moving forward.

This is good news for Ford, which has been shifting to more of a build to order model in recent months as it aims to slash incentive spending and improve profitability. The automaker has already said that the chip shortage will forever change the way it does business, and that inventory levels will not return to their pre-pandemic highs as a result.

Luckily, more and more buyers are embracing the digital car buying process, and that much is clear from Ford’s retail order figures from the past few months. New Lincoln retail orders were up 300 percent in February, year-over-year, while around one-third of Ford’s new vehicle sales stem from retail orders. However, the majority of those orders are being placed for one particular model – the Ford F-Series family of pickups, which includes the Ford F-150 and Ford Super Duty.

We’ll have more insights like this to share soon, so be sure and subscribe to Ford Authority for ongoing Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. whypac

    Willing? More like, no other choice.

  2. Mike


  3. Joe

    Mach E will not take 10 weeks, could be 5 to 8 months.

  4. CEE

    It’s not like we have much choice. For people that just want a vehicle for transportation, they might find something they like on a dealer lot if they’re lucky. The rest of us that desire a particular model/options have no choice but to place an order & being the hope & waiting.

  5. Rick R

    Only 1/3? I hope Ford is reading this, we the dealers only have Retail Orders to sell new Fords, how will we sell the other 2/3? Or is Ford really ok losing those customers to a dodge and GM? Wow…

  6. Marc

    That’s BS. 1/3 . Where and what are the rest doing? Nothing and or purchasing used. To spend that amount of money, I need to see it, and drive it first. Since the chip,sourcing
    Between people I know and myself at least 6-10 new cars would have been purchased, instead kept what we have.

    1. Ed

      Try to order a full size Transit and you may wait 8 to 10 months for one and if you need it for your business, good luck that you get it before your current vehicle stops in the road and you have nothing to drive.

  7. Dwight

    Bronco Sport

  8. Jimmy F. Moore

    This long delay and removal of chip controlled items is pushing me away from Ford after 15 purchases. Ordered in January, no idea if and when delivery will take place.

  9. Bill Byrne

    would be ok to order if you ever GET IT !! ordered maverick 6 months ago-NOTHING !!!!! B.S.
    of course the lots are mostly empty of new ,if they have any they are all above msrp. the nuts at toyota have the tundra only $19,995 over msrp


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