It’s no secret that demand for the sixth-generation Ford Bronco has far exceeded FoMoCo’s production capacity for the rugged SUV since its launch in 2020 for the 2021 model year. Entering the 2023 model year, Ford chose not to open order banks for new customers, instead opting to try and fill the outstanding orders it has first. At the same time, the automaker eliminated the term “price protection,” instead referring to that practice as the 2023 Bronco Model Year Transition Private Offer, and the amount that buyers receive varies based on when they placed an order for their vehicle. Now, sources familiar with the matter have told Ford Authority that order holders have received new options as it pertains to what’s officially called the “Bronco Order Modification Customer Private Offer.”
There is quite a bit of notable information contained in this new offer, starting with the fact that current Ford Bronco order holders have four options – amend their order, buy another Ford vehicle, take no action, or cancel their order, with different options for those that have a current order for a Wildtrak-trimmed Bronco versus any other trim.
Wildtrak customers that choose option one and convert their order to a Big Bend, Outer Banks, or Badlands trim will receive $2,500, while non-Wildtrak order holders get $2,500 if they remove all constrained commodities – a list that includes the molded-in color hardtop, Sasquatch Package, and Lux Package. Alternatively, those customers can also choose to switch their Bronco Wildtrak order to another Ford model and receive $2,500, while non-Wildtrak customers can opt to cancel their order and take delivery of an in-stock model – including a Bronco – and receive the same amount of money.
Those affected by these changes that choose to stand put assume the risk of their Ford Bronco Wildtrak not being built in the 2023 model year, and will also miss out on these offers. Finally, Wildtrak customers can choose to cancel their order altogether and simply walk away, which results in, well, nothing. As the automaker figures to continue to deal with supply chain issues for the foreseeable future, it seems as if at least some Bronco order will continue to face these sorts of challenges moving forward, too.