Ford North America has temporarily paused online reservations for the Bronco after receiving overwhelming demand.
First reported by Detroit Free Press, a memo was sent out to Ford dealers about the pause.
“Based on Dealer Council feedback, effective Monday, August 23rd, Ford has paused the creation of new reservations for Bronco vehicles,” said the memo, titled as a special announcement.
“Customers are encouraged to work directly with their dealer who can help with the ordering process, delivery timing expectations, and build specifications.”
This pause is allowing Ford to get back on its feet after the profound success of both the two and four-door models.
It’s also allowing Ford to gear up for their upcoming 2022 model as all 2021 models are sold out.
The 2022 model will be receiving multiple new colours and new special editions, including a manual transmission on the Sasquatch package.
This pause isn’t intended to flip the ordering process to dealers only, but to only be temporary with online reservations reopening at a later date.
The reason for this push to dealers is because they have a “better line of sight,” according to a Ford spokesperson.
As an example, “There might be one coming, a soft top, that could be here next week.”
All dealers have been instructed to change their websites and advertising to no longer promote new Bronco reservations.
This is reflected on the main Ford USA site, where customers can now only ‘Build & Price’ their desired Bronco.
Customers still can reserve new Broncos, but if they were to reserve it online today they would have to wait until 2022 or beyond for delivery.
These delays in deliveries have only been exacerbated by faulty hardtop roofs.
The company is currently replacing the ‘molded-in colour’ hardtops of all Broncos, whether they’re with customers, at dealerships, or still at the Wayne, Michigan factory.
So far, Ford has sold 3000 Broncos through July.
Ford received 200,000 reservations for the Bronco, of which 125,000 were converted to orders. 70 per cent of those were conquests from other brands.
At the time of launch, waiting lists had stretched out to 18 months.