Admission to the Bronco 2021 – Ford’s flagship series of 4 × 4 cars, which were unveiled earlier this month, exceeded most of the company’s expectations. optimistic Initial forecasts, CEO Jim Hackett said in a profit on Thursday.
More than 150,000 customers have reduced $ 100 to book a place to order one of the vehicles, according to Ford.
“We believe that this family of vehicles has great potential for greater progress in the growing category of off-road and this is a category with a leading OEM has not been seriously challenged so far,”
These, of course, are just reserves, not actual orders. Deposits are refundable. Ford is now focusing on the effort required to determine how many of these bookings will be converted into orders as it determines its production strategy for the brand.
The Ford Bronco 2 and Bronco 4 will be built at the Michigan Assembly Plant in Wayne, Michigan. Bronco Sport will be assembled at the plant in Mexico. Now the company determines how many shifts in each factory to meet the actual orders.
“There is still a lot of work to be done,” Dr. Farley told the COO in an interview with analysts on Thursday. “But the mix is great.”
Bronco is a brand that relies heavily on nostalgia, personalization, functional design and technology, such as the carmaker’s next-generation infotainment system and a digital trail mapping feature that allows owners to plan, record and share their experiences. by application.
While Bronco’s response has been pleasant, there are a number of competitors who also aim to win customers. GM released a video this week in which it irritates its all-electric GMC Hummer. While the video was a promotional bundle of fashion words, it also showed that GM has clearly identified Ford Bronco and Tesla Cybertruck as its main competitors. Then there is the electric update Rivian, which plans to begin production of its EV pickup and SUV in 2021.