The reception at Bronco 2021 – Ford's flagship 4 × 4 series, launched earlier this month, exceeded most companies' expectations optimistic Initial forecasts, CEO Jim Hackett said in a profit call on Thursday.
More than According to Ford, 150,000 customers lowered $ 100 to reserve a place to order one of the vehicles.
"We believe that this vehicle family has great upside potential in the growing off-road category, and this category with a leading OEM has not been seriously challenged," said Hackett.
Of course, these are only reservations, not actual orders. The deposit will be refunded. Now, Ford is focusing on the care needed to determine how many of these reservations are turned into orders as the brand's manufacturing strategy is determined.
The Ford Bronco 2 and Bronco 4 are built at the Michigan, Wayne, Michigan assembly facility. The Bronco Sport is assembled at the plant in Mexico. The company now determines how many shifts will be distributed to employees in each plant to match actual orders.
"There is still a lot to do," said Ford COO Jim Farley in an interview with analysts on Thursday. "But the mix is great."
The Bronco is a brand that relies heavily on nostalgia, customization, functional design and technology, such as the automaker's next generation infotainment system and digital trail mapping feature that owners use to plan, record and share their experiences through an app can.
While the response to the Bronco was palatable, there are a number of competitors who also want to win customers. GM released a video this week teasing its all-electric GMC lobster. While the video was an advertising mashup of buzzwords, it also showed that GM had clearly identified Ford Bronco and Tesla Cybertruck as its main competitors. Then there is the electric upstart Rivian, who wants to start producing his EV pickup and SUV in 2021.