Ford is now notifying buyers that the car they want may not be available to order in a message displayed on its website. The warning cites high demand and supply chain issues in an apparent effort to set the expectation that just because the company will let you build a car online doesn't mean you'll actually be able to buy it.
If you attempt to build and price a wide range of vehicles like the F-150, F-150 Lightning, Maverick, and Bronco, Ford is now showing a popup notice that reads "Due to a combination of high demand and global supply-chain constraints, not all models and trims or features are available to order," offering no specifics.
Here's a screenshot of the warning:
The message forces buyers to click on an "Acknowledge" button to proceed. Other brands have added messaging alluding to the chip shortage, too. For example, Audi's website says "Due to ongoing parts shortage issues impacting global production, the availability of some equipment, options or features may be limited."
Interestingly, not all Ford models have that warning. In the case of the slow-selling Ford EcoSport and Escape, there is no such messaging. While that doesn't necessarily mean that those models will be substantially easier to find in stock, it could suggest an intentional move to focus on the brand's most popular cars.
Even though the fact that there's a supply shortage may not come as news to most buyers, Ford's decision could be one of the least-subtle attempts to literally have its customers acknowledge the situation. Behind the scenes, Ford has raised MSRPs multiple times, notably with a slew of price hikes right before last Christmas.
Sadly, shoppers shouldn't expect Ford's inventory to improve markedly anytime soon. Ford incentives continue to feature fewer rebates than normal and we're seeing signs that the brand curtailed a special rebate for custom-ordered vehicles. As a result, getting a great deal ahead of Memorial Day could be wishful thinking.
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