With inflation and the price of everything up, people are looking for a side-hustle to help makes ends meet. It may not be a new career, but a few bucks can be had, $2,500 to be exact, for not buying a Bronco. Obviously, Ford isn't handing out checks to everyone who doesn't buy one of their vehicles, so there are some conditions for getting paid.
A certain trim and several options of the 2023 Ford Bronco are so popular, and demand is higher than the automaker can meet. To help alleviate a backlog of customers, Ford is offering those who have ordered these Broncos $2,500 to pick another trim or buy an entirely different vehicle from their lineup.
A Ford Bronco Offer You Can't Refuse
Beyond the semiconductor shortage, supply chain issues mean parts supplies can't keep up with demand. The popular Bronco Wildtrak trim is a victim of this shortage, and Ford is willing to make a deal if customers switch to the Big Bend, Outer Banks, or Badlands trims. Also, the Sasquatch off-road upgrade package and the Lux package option are in short supply.
Any reservation holders who picked those trims and options can get $2,500 if they are willing to reconfigure their Bronco to another trim. Or, they could apply that money to another Ford vehicle like a Bronco Sport, Escape, Edge, Explorer, Expedition, Ranger or F-150.
Customers could even use the incentive towards an in-stock Mustang or Maverick. This doesn't include the Mustang Mach-E or Raptor versions on the Bronco and F-150, however, so there's no loophole for picking those killer vehicles.
Another Ford Bronco Option Is To Walk Away
There have been tales of customers waiting up to 900 days to take delivery on their Broncos. This is obviously what has Ford offering this cash incentive to pick a different trim because that eternity makes for unhappy customers.
In addition to encouraging the selection of a different trim, the automaker is giving customers the option of walking away. Ford will let reservation holders cancel their orders, with no hassle. While this may seem risky, in terms of alienating customers, it's a calculated risk.
While many customers may have had their hearts set on a Bronco Wildtrak, they're still probably loyal Ford people and unlikely to jump ship to another brand. If one's desire is a Ford Bronco, a Toyota 4Runner or Subaru Forester is unlikely to fill that emotional void.
What Are Ford Bronco Customers Missing Out On?
The 2023 Bronco comes in 9 trim packages, from the $33,890 base model to the $68,490 Heritage Limited Edition. Ford also offers 2 and 4-door versions, plus dozens of upgrade options, so there's an almost limitless number of configurations that can have.
The Wildtrak is the most popular because it rests in the middle price range at $52,780 without sacrificing power or off-road capabilities. It has a 2.7L Ecoboost V-6 that makes 330 horsepower and 415 pounds-feet of torque. It also comes standard with the Sasquatch package that includes 35-inch tires, electronic locking front and rear axles, position-sensitive dampers, and fender flares to tear up the trails.
The Lux package is available on the Wildtrak with adaptive cruise control, a 10-speaker Bang & Olufsen sound system, evasive steering assist, a heated steering wheel, and a universal garage door opener. Those may not be the luxury options people are looking for in a 4x4, but not everyone takes these babies off-road.
Big Bend, Outer Banks, And Badlands As Alternative Ford Bronco Trims
Ford wants customers to pick the Big Bend, Outer Banks, or Badlands trims, which are cheaper than the Wildtrak, and the $2,500 incentive makes them even more affordable. The question remains whether these trims are viable options or not.
The Badlands starts at $36,285, the Outer Banks at $41,855, and the Badlands at $45,095. A customer could save up to 16 grand, plus the incentive, by selecting one of these over the Wildtrak. The old saying, "you get what you pay for," unfortunately applies here.
None of these alternate trims come with the awesome Sasquatch off-road goodies package, and they are all standard-equipped with the 2.7L Ecoboost I-4 engine. It seems like an affront to the Bronco legacy that Ford doesn't offer a V-8, but an inline 4-cylinder may be a non-starter for a lot of customers.
Ford Is Doing It Right
For a company to have more demand than supply can be a mixed blessing. On the one hand, they don't have any inventory collecting dust, but on the other, customers could get sick of waiting and move on to a competitor. Ford seems to be handling this issue the right way.
Customers may not get the exact vehicle they wanted, but $2,500 toward another similarly awesome ride isn't the worst thing in the world. For those with saintly patience, Ford is offering yet another alternative: take the $2,500 and wait for the 2024 Bronco to come out.