Ford Will FINALLY Put All The Bronco Accessories In The Configurator

Off-Road / Comments

This has long been a complaint of some Ford Bronco customers.

One of the key selling points of the all-new 2021 Ford Bronco is the extent to which it can be customized - a crucial feature if it's to prove successful with true off-roading enthusiasts, who customize their rides more than perhaps any other type of gearhead. Ford itself is amassing a collection of hundreds of official parts and accessories for the Bronco, which will be available to buyers through the dealer at the time of ordering.

There's a bit of a problem with that, though; if you've used the 2021 Ford Bronco configurator at all before, you've likely noticed that the range of accessories selectable through the website is worryingly slim.

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What you see on the Bronco Build & Price tool is not what all you get, however, and according to Ford Bronco Marketing Manager Esteban Plaza-Jennings, a major update for the configurator is coming soon.

The Build & Price tool "will get updated... in the early part of next year, and what we promise the customers who are really chomping at the bit to place their orders early next year is every dealer-orderable accessory will be up and you will know about those, so that you can check the box when you place the order with your dealer, and then all the dealer-channel accessories... will be updated later."

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The comments came during a live streamed SEMA Q&A session with Esteban and a couple of other Bronco team managers, and while they're encouraging, we're not quite sure that every Bronco customer will be appeased. Internet Bronco forums are already rife with complaints from buyers who have been disappointed at the dearth of accessories available for selection through the online configurator, expressing frustration with the fact that they couldn't get their vehicle orders completely settled upfront.

Last month, reports surfaced that Ford was busy implementing a whole new system for handling orders and installation of Bronco accessories called Dealer Installed Options, which is supposed to streamline the process and provide buyers with upfront pricing for dealer-installed accessories. That's great news, but it seems to be taking a little while to come to fruition.

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