Ford is streamlining the process of accessorizing your Bronco at the time of purchase.
There are a lot of things that Ford got exactly right with the new 2021 Ford Bronco, and one of them is the rugged off-roader's capacity for customization. Ford has already planned hundreds of official accessories, which will be available directly through the parts catalog, giving owners tons of options for how to best customize their rides.
And now, we've learned that the process of actually accessorizing the Bronco will be made simple and streamlined through a new Ford program called DIO - Dealer Installed Options. That's according to the forums at Bronco6G, where a user by the name of North7 has uploaded a document outlining the details of the new program.
Under the new program, whatever accessories a customer orders - a bike rack, splash guards, lift kit, etc. - will still be distributed to the customer's Ford dealer and installed there, long after the vehicle has rolled off the line, just like before. The difference is that if a customer selects all their accessories while they're building and pricing the car online, those accessories will be treated more like factory options than aftermarket add-ons. The total price of each, including both parts and labor costs, will be included in the sticker price. Ford will reimburse the dealership for the labor performed in installing each accessory.
At least, it appears that's how it will work in most cases; North7 notes that it's still unclear how pricing might work for some of the more labor-intensive installs, like the aforementioned rumored lift kit, in which case customers might have to pay for installation.
Regardless, it's a smart move by Ford, so long as it leads to increased sales of accessories, and the automaker knows it has to compete with Jeep's expansive array of available tack-ons for the Wrangler. And for customers, the benefit is clear; you can order exactly the off-roader you want from the factory in one go, with no surprises when it comes to pricing.
The all-new 2021 Ford Bronco will start arriving in dealerships next spring.