Admission to the Bronco 2021 – Ford’s flagship 4 × 4 vehicle series unveiled earlier this month far exceeded the company’s expectations optimistic initial forecasts, CEO Jim Hackett said in a earnings call on Thursday.
More than According to Ford, 150,000 customers bought $ 100 and reserved a seat by ordering one of the vehicles.
“We believe this family of vehicles has great potential for higher growth in the growing SUV category, and this category, in which OEMs are leading, has not been seriously challenged so far,” Hackett said.
These are, of course, only reservations, not actual orders. Deposits are refundable. Ford is now focusing on the due diligence required to determine how many of these clauses will be converted to orders as it determines its brand 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 assembled at a factory in Mexico. The company now determines how many shifts are needed at each plant to meet actual orders.
“Much remains to be done,” Ford chief Jim Farley said in an interview with analysts on Thursday. “But the combination is great.”
Bronco is a brand that relies heavily on nostalgia, customization, functional design and technologies such as an automated next-generation infotainment system and a digital trail map feature that allows owners to plan, record and share their experiences using the app.
While the response to the Bronco has been pleasant, a number of competitors are also seeking victory over customers. This week, GM released a video annoying its all-electric GMC Hummer. While the video was a promotional combination of buzzwords, it also showed that GM clearly identified Ford Bronco and Tesla Cybertruck as key competitors. Then there is the electric Rivian, which plans to start production of its pickup and SUV in 2021.