Ford Has Stopped Taking Bronco Reservations

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Senior Pricing Analyst

As CarsDirect’s resident pricing analyst, Alex offers must-know analyses of pricing & incentives to those looking to buy or lease a car. His consumer-oriented coverage of the latest trends and breaking news has been featured by The Wall Street Journal, Fox Business, Motor Trend, Automobile Magazine, and more.

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, Senior Pricing Analyst - October 19, 2021

Ford has quietly eliminated the ability to place a reservation for the highly-anticipated Bronco. According to a statement from company spokesperson Mike Levine, consumers will now have to contact a dealer to place an order. The move comes nearly 2 months after Ford reportedly paused that capability in response to demand.

Although Mr. Levine would not characterize the reservation system as being scrapped for good, a statement buried on the automaker's website now plainly says it's no longer taking reservations for the Bronco. Levine added via email, "you configure a Bronco on Ford.com and then contact a dealer to place an order."

Interestingly, the company isn't even allowing buyers to build a 2021 Bronco anymore on its website. Consumers are now being directed to the 2022 Bronco, which we happened to discover has up to an $800 price increase. Even though we highly doubt this will dissuade potential buyers, it could create a headache.

If you have an unscheduled order for a 2021 Bronco, Ford's website says you'll have to contact a dealer about converting it to one for a 2022 model. Orders for the latest version opened on October 13th. Scheduling for 2022 Bronco models is set to begin later this month, with production beginning "at the end of 2021."

Ford reportedly paused online Bronco reservations back in August due to a massive backlog of requests complicated by severe supply constraints. While this hasn't stopped consumers from putting down a deposit with their local dealer, it has served to highlight the immense challenges facing the iconic SUV's launch.

Ford's website continues to warn buyers: "Due to the high number of Bronco 2 and 4-door orders, Bronco deliveries will extend through the 2022 calendar year." Sadly, the status of Bronco production may beg the question: how long will it take exactly to get your hands on a new Bronco? That remains mostly unclear.

In addition to Ford recently teasing an Everglades trim with a factory snorkel, a residual value guide has confirmed that Bronco buyers will also get a higher-end trim called the Heritage Edition. Last month, the company went so far as to add a Bronco name-match policy to get more SUVs into the hands of reservation-holders.

Build & Price Your Ford Bronco

, Senior Pricing Analyst

As CarsDirect’s resident pricing analyst, Alex offers must-know analyses of pricing & incentives to those looking to buy or lease a car. His consumer-oriented coverage of the latest trends and breaking news has been featured by The Wall Street Journal, Fox Business, Motor Trend, Automobile Magazine, and more.

Follow On: Twitter

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