A picture is worth a thousand words. Maybe. But is a picture good enough to placate impatient and frustrated Ford Bronco owners? Ford sure hopes so.
Jim Farley, Ford CEO and Mike Levine, Ford North America Product Communications director helped make some Bronco enthusiasts feel better when they Tweeted photos of their builds as they neared completion on the assembly line.
Additionally, Ford has been sending out a letter to those who placed orders explaining that their Bronco was soon to ship out. In the letter, there’s also a video link to the Bronco in production that should pump up enthusiasts.
This after years of teasing the relaunch of the iconic Bronco, and what seemed like a decade of waiting for the production to begin. Then, only to be slowed down and held up in manufacturing due to the numerous global supply chain issues.
In short, Bronco owners (or soon-to-be Bronco owners to be more specific) have endured a lot of obstacles and shown extreme patience throughout the process.
Slowly but surely, two-door and four-door Broncos have made their way through production and to dealer lots and to those who placed early orders. To say the interest was high would be a vast understatement. Production issues related to the hard top have pushed many orders back to 2022 model year. Additionally, a report in Automotive News included this ominous-sounding wording that Ford will “need to replace all existing molded-in color hardtop roofs before we can make any new hardtop Broncos.”
Clearly there have been bumps along the way for the iconic Bronco, yet it hasn’t seemed to decrease the interest or excitement. And who can blame them?
The Bronco, as either a two-door or four-door, whether with a hard top or soft top, will be a competitive rival against the Jeep Wrangler. This will be a good thing for the segment and the consumer.
Ford has taken nearly 200,000 orders for the Bronco and allegedly 70 percent of those orders are new to Ford.
Also Ford officially revealed that a Bronco Raptor would come late in 2022 as a 2023 model year. Just what the specs are or what a Bronco Raptor will have under the hood remains unclear. I’ve heard from several Bronco enthusiasts who would rather Ford focus on fulfilling the current Bronco orders before shifting focus on a Raptor Bronco. I get that, but Ford can’t stop innovating and is turning the Bronco into a brand, not just one or two vehicles, a Raptor version will be important.
We totally empathize with Ford and the struggles they’re going through with fallout from the worldwide supply chain issues. All of this couldn’t have come at a worse time for Ford as they launch the iconic Bronco (and the Mustang Mach-E and the new F-150 and the Ford Maverick too). Literally the worst timing ever for the Blue Oval.
So it’s nice to see Ford doing whatever they can to appease frustrated, weary and impatient enthusiasts. Even sending a pic shows that they matter and makes them feel excited. We applaud Ford for using their social media to keep the interest going while also making customers feel a little better and urging more patience.