In the case of a series of temporary production lines closed Chip shortage Several automobile production lines that have affected it, including its popular F-150 pickup truck, Ford (F) Has suspended online customer orders for its new full-size 2021 Bronco 4×4 SUV.
Ford launched Mustang After the release of Bronco Sport in July 2020, this is a compact SUV.
In a memo obtained Detroit Free Press, Ford told its dealers, “Starting Monday, August 23, Ford has suspended the creation of new reservations for Bronco vehicles. The decision to suspend the reservation is due to the large number of orders for Bronco 2-door and 4-door models and current product restrictions. “
Ford continued in the memo that Bronco’s new orders will be extended to 2022 in the future, and plans to reopen reservations when they become available.
According to Free Press, Ford also requires dealers to no longer promote Bronco bookings on its website or through advertising programs.
But Ford did state that customers can continue to place orders if there are Bronco orders available on the build and pricing website, but warned that a supply chain disruption may cause some orders at the Wayne Assembly Plant in Michigan to be more expensive than others. The speed is faster, where 4 news outlets claim that x 4 has been produced.
Ford’s Bronco has met strong consumer demand, but it’s like Other car manufacturers, Ford has been hit by commodity challenges.
Extensive chip shortages plague the automotive industry, leading to Production delayFord has publicly stated that it estimates that its earnings will be hit by $2.5 billion.
Bronco in 2021 also faces a costly recall in August, which requires Replace hardtop In all vehicles produced and sold.
Steve Gabala, general manager of a Ford dealership in Holly, Michigan, told the Free Press: “We don’t want to over-promise and deliver new orders, so now we will suspend online ordering and tighten all Ford’s aspects. We can come back and start accepting orders again.”
“All Broncos for the ’21 model year are sold out. All online bookings are for the ’22 model year and beyond. They may even be ’23. As of now, you can guarantee the Bronco’s only way through the online booking system. This is temporarily suspended. Not to switch from online ordering to dealerships, but to make Ford stand up.”
As of 1:05 pm Eastern Time on Monday, Ford’s stock price was $13.15, down 16 cents or 1.16%.
Photo: Ford Motor Company
