Entering its third model year, demand for the sixth-generation Ford Bronco hasn’t waved one bit, and in fact, many reservation holders are still waiting to take delivery of their new SUV. As such, dealer stock has also remained relatively scant, with the few models that are sitting on lots sporting large markups over MSRP. However, the tides are seemingly turning just a tad, as The Blue Oval’s most recent sales report indicates that the Ford Bronco dealer stock sales ratio has shifted somewhat over the past month or so.
Ford Bronco dealer stock continues to turn in just 10 days – a rate that’s stayed pretty much the same for a few months now – but 85 percent of its retail sales in November came from previously-placed orders. That last number is interesting because in September, 99 percent of all new Bronco retail sales stemmed from existing orders, a number that declined to 91 percent in October.
This shows that fewer and fewer Bronco units are arriving at dealers without preexisting buyers, which could indicate a few things – one, supply for the red-hot SUV could finally be catching up with demand, or perhaps this is simply a byproduct of ramped up production at the Michigan Assembly plant.
As Ford Authority previously reported, 2023 Ford Bronco orders aren’t open to new customers – just carryover reservation and order holders – as the automaker works to fill all of those orders, as all existing reservation holders that have not converted those reservations to orders will be required to do so for the 2023 model year. The goal is to catch up with this once-massive backlog in the 2023 model year, and judging by this data – inconclusive as it may be – the automaker might just be making progress in that regard.
We’ll have more on the Bronco soon, so be sure and subscribe to Ford Authority for more Ford Bronco news and comprehensive Ford news coverage.
Comments
Brett, Is there something wrong with this graph? I can’t make sense of it. Is there an Oct or Nov that should be the other? Or is a year missing?
“ but 85 percent of its retail sales in November came from previously-placed orders. That last number is interesting because in November, 99 percent of all new Bronco retail sales stemmed from existing orders, a number that declined to 91 percent in October.”
It was a typo, thanks for bringing that to my attention!
One thought relative to the story occurs, if 23 order banks are closed to work off back orders, that may be only part of the story.
A part of the capacity may be being used to put a little stock on dealer lots (to cut down on price gouging) as well as to trickle units out to foreign markets.
Some may be due to better sub supply and production meeting demand but we’ll need to wait because one month does not a trend define.
I’m not sure what they qualify as “previously-placed orders”. If that means any order that was placed as a retail/customer order vs. any order that was placed as stock then that could very well be a sign of slowing demand or just simply increased production from MAP.
However, my guess would be that simply refers to “previously-placed orders” being matched to the original ordering customer. If that customer doesn’t take it, that would show as retail stock deliveries. If that’s the case, that would directly correlate with Ford relaxing their name-match program and especially in the case of bigger dealers, they would be loading up those order bank with “customer” orders destined to hit their lots for big profit.
In a previous FA article, it was stated Nov 21 was the deadline sent out by Ford to convert existing orders to 2023 MY. This article says, “as all existing reservation holders that have not converted those reservations to orders will be required to do so for the 2023 model year”. The phrase “will be required” seems to indicate no deadline to begin with.
Seems to me if dealer inventory on the bronco is growing, it’s happening at the expense of those of us who placed orders and down payments a year or more ago and are still waiting for their unit to be built.
A dealer near me had a pretty nice 4 door on the showroom floor last time I was getting an oil change. It was priced at $68,000 and they had added an $18,000 market adjustment to make it $86k.
Here’s the most fun part of this story, it was used and had 7,000 miles. I don’t mind naming dealers doing shady stuff that’s just barely this side of legal: Jarrett Gordon Ford
Gotta love a secret surprise $20k price bump on the outrageously overpriced used car. The shame the people that work there must feel every day has got to be soul crushing.
It being used isn’t a shady tactic. The could get a 2020 base V8 Corvette that stickered for $60k and sell it used for $86k if they want. New prices is where they should be careful to avoid becoming the face of gouging.
The hell it isn’t a shady business practice. It’s called price gouging and is illegal in most states with any other product.
Newberg Ford in Newberg Oregon is doing the same thing with Broncos, Lightnings, and Mavericks. All of them are “used” with stickers higher than MSRP. YES. ITS SHADY.
I drove by today and they have 5 of them on the lot.
I ordered my 2023 bronco in September and it’s already in production and should be done within the month
My first car I purchased in 1973 was a 1967 Mercury Cougar for $ 1195.00 when I was twenty years old. My second vehicle purchased was in 1979 a 1973 Ford Ranchero 500 with 429 engine for $2000.00. Since then all our vehicle need have been driven by Family needs. Now that we are retired we want another fun Ford vehicle maybe a Maverick, Bronco or maybe even a Mustang! So far we’ve haven’t found anything we can afford. So we are considering redirecting our search and include used Fusion’s, SHO’S or any Ford economy vehicle! We haven’t even started looking for a Ford Ranger 4X4 to replace our 1987 Ford Ranger 4X4. In 2020 when we went to have our 1987 Ranger inspected to get new license sticker we were told our 1987 Ford Ranger was a antique no more inspections just go to DMV yearly and get new license sticker!