Ford Willing to Pay Bronco Reservation Holders to Buy Something Else

It’s no secret that Ford can’t keep up with demand for the Bronco SUV. The Jeep Wrangler rival has sold so well since its introduction a few years ago that some owners and dealers have sold theirs for far higher than MSRP. Unfortunately, it’s now 2023, and the automaker still can’t keep up with all the orders. Now, it has a new resolution to the problem. Ford is willing to pay Bronco reservation holders to buy something else. Like, anything else.

Ford will pay Bronco reservation holders

A 2023 Ford Bronco without doors ripping through the desert with no manual transmission.
2023 Ford Bronco Raptor | Ford

According to CarScoops, Ford dealers nationwide reportedly received a bulletin stating that 2023 Ford Bronco customers who have an existing order have the option to take $2,500 cash toward a different model. Some options the carmaker includes are the Maverick compact truck, Mustang, or the F-150 Tremor off-road model. Additionally, some customers can use the free $2,500 on another version of the Bronco.

What we mean is many reservation holders have an order for a Bronco that’s difficult for Ford to deliver. Most likely, it’s the most popular trim with the most popular features. If those orderers are willing to switch to a different version of the SUV, they can put $2,5000 cash toward it. As a result, Ford is not only willing to pay reservation holders to buy something else but also to pay them to buy a different version of the Bronco. According to CarsDirect, “The 2023-Model Bronco Order Modification incentive pays buyers to modify their existing Bronco order to remove “constrained commodities.”

Which Bronco features will Ford pay to remove?

2022 Ford Bronco Wildtrak driving off-road, automaker will pay reservation holders to buy something else.
2022 Ford Bronco Wildtrak | Ford

Surprisingly, we found a short list of the features Ford doesn’t want customers to order on their new Bronco. Unsurprisingly, it’s a bunch of the best and most popular features that come at a reasonable price—for example, the Sasquatch package, Lux package, and body-colored hard tops. The bulletin from the automaker reportedly says customers can drop specific features from their order if they’d like to keep the same trim level except for the Wildtrak trim, which Ford is paying customers to swap out of.

According to Edmunds, the Sasquatch package includes 17-inch Beadlock-capable alloy wheels, 35-inch mud-terrain tires, a shorter final drive ratio with electronically locking front and rear axles, a lifted suspension, and modified fender flares. The Lux package has its own features but also requires the High package. It adds adaptive cruise control, a 10-speaker B&O sound system, navigation, evasive steering assist, a heated steering wheel, and a wireless smartphone charging pad.

Why does Ford need to pay customers not to buy the Bronco?

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If you’ve never been interested in buying a Ford Bronco before, you might not know the entire situation. Since it began production, the Bronco has been in short supply thanks to the ongoing global chip shortage. With difficulties manufacturing the vehicle, the automaker can’t possibly keep up with its popularity. As a result, it has previously given reservation holders incentives to keep them on the hook. For example, Bronco-themed hammocks and backpacks so they’ll “hang in there.”

Additionally, when an unreserved Bronco hits a dealer’s lot, it’s gone almost as soon as it arrives. Moreover, many dealers have taken it upon themselves to mark the price up above MSRP because they know desperate customers are willing to pay a premium. Fortunately, Ford spoke out against doing so, but that didn’t stop it completely.

We’re hopeful that offering a cash prize will help Ford with Bronco production. With many customers buying another model or an easier-to-build version of the off-road SUV, it may free up the inventory so reservation holders can receive their prize.