Bronco

Make
Ford
Segment
SUV

With supply chain issues still hampering deliveries of the ever-popular Bronco, Ford is now paying buyers $2,500 to purchase another vehicle instead of the retro off-roader.

This is according to Cars Direct (CD), which cites an incentive bulletin sent to Blue Oval dealers. The internal document says 2023 Bronco customers will be compensated with a $2,500 discount if they cancel their order and buy another vehicle. The "2023-Model Bronco Cancel Order & Purchase Replacement Offer" stipulates that customers will be incentivized to cancel their '23 Bronco orders and retail order a different permitted MY2023 Ford vehicle.

Eligible vehicles include the Bronco Sport, Edge, Escape, Expedition, Explorer, F-150, and Ranger models. This excludes the F-150 Tremor and the desirable Raptor. It's also limited to new orders, meaning customers can't elect to purchase a vehicle that's currently in stock.

Should you want to choose from dealer inventory, the "2023-Model Bronco Cancel Order & Purchase In-Stock Offer" also provides $2,500 to customers who will settle for an in-stock 2022 or 2023 Ford vehicle. Interestingly, this gives buyers more choices by including the F-150 Tremor, Maverick, Bronco, and even the Mustang.

CD notes that this excludes the all-electric Mustang Mach-e as it does not fall under the in-stock offer. Lastly, another $2,500 discount is being offered to Bronco customers who are willing to change their configuration - but there's a caveat. Buyers must be willing to remove options Ford deems to be "constrained commodities."

The dealer bulletin notes that customers may have to remove the Lux Package, Sasquatch Package, and the MIC hardtop option.

Even if you remove these options, you can still keep your chosen trim grade, but the document notes Wildtrak buyers can elect to change their order to a Badlands, Big Bend, or Outer Banks trim.

The Bronco remains a desirable car, and strong demand and crippling supply chain issues aren't making things easy for Ford or its customers. Buyers are becoming increasingly frustrated, with some individuals reportedly waiting months for their vehicles to be delivered.

It's clear that people are willing to wait for the Bronco and not settle for anything else. Whether or not the $2,500 discount is enough to get a buyer behind the wheel of something else (or deviate from their ideal spec) remains to be seen.

Hopefully, Ford can get a handle on Bronco orders before frustrated buyers jump ship and head to a competitor.