Ford Is Giving Bronco Buyers Money Back: Here’s Why

The Ford Bronco rollout is getting a little clunky. But June is still the month Bronco customers should start receiving their SUVs. But there has been a snag with the supplier for some of the hardtop roof options so some won’t be available as ordered. Ford sent letters to Bronco customers offering FordPass Rewards points, off-road school vouchers, and free accessories. 

Automotive News estimates this will cost Ford “tens of millions of dollars” over the next year. Top supplier Webasto is experiencing issues with the manufacturing of some of the tops. The “modular painted” hard top and “dual roof” won’t be available until some time in 2022. Top issues were what had previously delayed the launch which originally should have happened by now. 

Ford is giving up to $1,000 worth of FordPass Rewards points

A four-door 2021 Ford Bronco SUV parked on a dirt trail near the woods
2021 Ford Bronco | Ford Motor Company

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Broncos ordered with the base “molded-in-color” hard tops will be available. For those wanting to change their Bronco top orders, Ford says they have until April 8 to make those changes. For those who will experience delays, Ford is giving up to $1,000 worth of FordPass Rewards points. These can be used for oil changes, purchasing accessories, or other Ford purchases. 

For those who will have to wait until 2022 Ford is also offering price protection to ward off the eventual price increases for 2022 Broncos. Additionally, Ford is giving $250 vouchers to US customers only for its off-road driving school. Called the Bronco Off-Roadeo, it is taking a cue from Jeep offering different events for Bronco owners to gather.

Finally, Ford is giving a $450 sound-deadening headliner free for US hard top customers. Ford says Canadian customers will see a variation on these offers. “We’re just trying to make it right for the customer,” Ford marketing manager Mark Grueber told Automotive News. “We wish we could get all their Broncos to them tomorrow, but we want to thank them for their loyalty and patience.”

Ford received almost 200,000 deposits from Bronco-owner hopefuls

An image of a Ford Bronco parked outdoors.
Ford Bronco | Ford

Initially, Ford received almost 200,000 deposits from Bronco-owner hopefuls in both the US and Canada. Of those 125,000 have become firm orders which is a 66% conversion rate. The four-door model is definitely the more popular version with almost 75% being ordered. 

Over 60% have chosen the larger 2.7-liter V6 engine while 70% have ordered one of the four most expensive trims. Only 18% of the orders were for the manual transmission. These are standard with the 2.3-liter four-cylinder engine. 

Obviously, Ford is happy about the number of orders and the excitement they see from customers who have ordered a Bronco. Ford is now putting millions of dollars into the Michigan Assembly Plant which produces the Bronco. This will help increase production to meet the unexpectedly brisk sales Ford is seeing for the Bronco.