With car stocks running low, Ford is working hard to incentivize customers to be patient.
The year is 2021, and one of America's largest auto manufacturers Ford is running out of cars to sell. The automotive industry has been hit extra hard in the past two years, first by the pandemic, and then by a crippling chip shortage. In order to keep its customers from moving over to the competition, Ford is doubling the value of existing discounts on certain cars. The move, which according to Cars Direct was confirmed in a letter to dealers, should help alleviate the skyrocketing prices of new cars in the US, but some popular Ford products will be excluded from this double-up deal.
Ford has recently been running a cash discount incentive called the Retail Order Incentive Program to make up for the lack of popular models and trucks on its showroom floors. This incentive has now been doubled up to an impressive $1,000 and is called the "Retail Order Bonus Cash Certificate."
Ford offers this discount to most of its popular models, including the Ford F-150 and Expedition, but newer models such as the Mustang Mach-E and Bronco have been excluded. The incentive is set to run until July 6. For those who have already been offered the deal, the good news is that the incentive is available retroactively for orders dating as far back as April 1. Ford has also slipped dealers $250 for vehicle orders.
The current economic and global climate has caused car prices to climb, and cars such as the Ford Bronco Sport, which in some states sells with a $10,000 markup have seen an increase in price. Ford has been playing catchup with its customers as it recently had to pay Mach-E buyers in New Jersey $5,000 for not including a local plug-in rebate. As the supply of new vehicles remains low, this will continue to be a trend. At least the dealers are laughing.