Ford Paying Customers $2,000 To Buy In-Stock Cars

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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 - September 27, 2021

Ford is offering a $2,000 discount to customers who forgo a custom order and buy an in-stock vehicle instead. According to a letter sent to dealers, Ford says the latest offer is in place "understanding that some customers may not be able to wait to take delivery of a 22MY vehicle."

While that sounds reasonable, it runs somewhat contrary to a push this past summer to get buyers to wait with a $1,000 custom order discount. The latest deal replaces the order bonus and will run alongside a new incentive extending discounts to most 2022-model-year vehicles.

Ford's program bulletin says the in-stock discount is available through November 1st to customers with a "verified unscheduled 21MY Retail Order." Most models are eligible with the exception of the new Ford Bronco, Maverick, F-150 Tremor, F-150 Lightning, and upcoming E-Transit.

Having said that, the so-called "21MY In-Stock Customer Satisfaction Private Offer" isn't like most Ford incentives and rebates. As a private offer, you won't see it advertised. Therefore, your ability to actually take advantage of the offer could be limited based on whether or not you have an order and its current status.

It's unclear if the deal will encourage buyers to trade-up, trade-down, or simply choose a configuration they didn't intend to buy from the start. For now, this appears to be yet another example of Ford creating a way to keep buyers from jumping ship to a competitor during an unprecedented situation with no end in sight.

But is a $2,000 discount really that good of a deal if there aren't a ton of cars to choose from? For example, we're tempted to praise a $2,000 discount on the Mustang Mach-E, a model with basically no factory rebates. However, strong demand has resulted in up to a 28-week wait time on new Mach-E orders.

If you happen to be eligible for Ford's new offer, getting the chance to save an extra $2,000 during a period of high car prices could seem like a good deal. However, odds are you may be limited by the choices near you. As a result, we recommend considering your options carefully before making a decision.

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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.

Follow On: Twitter

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