Updated June 29, 2020
We’ve confirmed with our sources that reservations will open for the 2021 Ford Bronco (larger body-on-frame model) during the July 13 reveal, just like Ford did at the Mustang Mach-E reveal! Both the 2-door and 4-door Broncos will be open for reservations.
Unlike the Mach-E which required a $500 deposit, reservations for the 2021 Bronco will only require a $100 deposit (fully refundable). The ordering process is expected to follow the Mach-E reservation/order model, where the reservation holder will choose a preferred Ford Dealer at the time of reservation. Reservations will then be converted to actual orders when the Bronco order bank opens, upon which time the reservation holder can choose their final dealers (either original or new dealer) with which they wish to negotiate and purchase from.
And as reported on Baja Racing News LIVE! earlier, that conversion date will be sometime December 2020, when order banks for the body-on-frame Bronco will open.
FORD BRONCO SUV deliveries will take place beginning April 2021.
Dealers! Will The FORD Bronco Be A WINNER in Consumer Sales?
The U.S. consumer and economy are returning to some semblance of normalcy, but the new-car business is likely to be anything but normal for the foreseeable future.
Dealers are facing a rare situation in many markets: Consumer demand is higher than supply. Online shopping metrics are off the charts across various online platform properties, such as Autotrader and Kelley Blue Book, as many shoppers are in need of some “retail therapy” and excited to take advantage of compelling incentive offers. According to BajaRacingNews.com’s latest look at the Bureau of Economic Analysis data, pure retail sales (non-fleet) in May increased 63% from April’s sales volume. The most optimistic analysts could not have predicted that sales would rebound so quickly in such a gloomy economic environment. This increase in retail sales has made an immediate impact on new-vehicle inventories.
According to our analysis of Motor Intelligence data, total inventory across the nation dropped 667,000 units from the beginning of May to the beginning of June, representing a 20% decline. The obvious concerns are the implications of the more than 60 days of no vehicle production, coupled with the fact that many of the auto plants are reopening gradually. Not only are automakers facing the challenges of mitigating the spread of the coronavirus in their manufacturing operations, they also face enormous supply chain challenges. An OEM contact recently told us they must look at shared parts across various model lines and make tough decisions about building some models at the expense of others. It will likely take anywhere from three to 12 months before new-car manufacturing returns to regular production levels.This leaves dealers with a challenge: How to manage their new-car inventory when the margin for error just got smaller?
We see key opportunities for big players & dealers: Turn to Earn
If you normally get 100 units in your allocation and order a few of the wrong combinations no big deal. But if your allocation is now only 50 units, you better minimize ordering mistakes. J.D Power reported that 88% of combinations across the industry sell 50 or less units total on an annual basis. These “unicorn” combinations only generate 25% of the sales and often bring with them longer days on lot and lower grosses. Dealers need to focus on stocking the 12% of the combinations that make up 75% of the sales. Conventional new-car inventory management involves reacting to aged inventory. While this remains fundamentally important, it is even more important that dealers have a clear understanding of “distressed inventory” on the first day rather than on day 300. This involves taking proactive steps to minimize potential for financial pain.
All OEM’s allocate production on a “turn-to-earn” basis. The OEM allocates the most to the dealers with the highest sales and lowest availability. Each straggler unit that hangs around punishes dealers’ ability to earn more of the “good stuff.” This is especially true for hot-selling products. Having a game plan on the first day for both aged units and high market days’ supply configurations means dealers can earn a higher percentage share of the OEM’s constrained monthly allocation.
Only time will tell if the FORD Bronco SUV will be a "Good Stuff", 'Hot-Seller'.
KING OF BAJA SPECIAL
FORD BRONCO UNVEIL
Coming! Friday, June 12, 2020