Tuesday, January 26, 2021
News More Than 75% Of Bronco Reservations Will Convert To Sales According To...

More Than 75% Of Bronco Reservations Will Convert To Sales According To Ford

Ford is probably being conservative with these numbers. This is a testament to the Bronco’s desirability.


  • At the last count, more than 165,000 have made a $100 deposit.

  • This massive volume has created an 18-month delay for some deliveries.

  • Pre-COVID, Ford had predicted at least 200,000 sales in 2021.


Making deposits and reservations has become a huge trend in 2020. Putting ones’ name on a waiting list and dropping a few bucks a spot is not unusual however this year, nearly all OEMs are in on it. While exact percentages of reservation holders actually going through with the transaction, Ford’s educated guestimate for the new Bronco is making the news so it must be good.

2021 Ford Bronco Four-Door | Photo: Ford

The hype surrounding both the 2021 Ford Bronco and Bronco Sport is still very real in the new car business. Stories about accessories, trims, transmissions, and reservations are still generating headlines which, according to Ford, will also generate big sales.

Deliveries of the new Bronco are expected to begin late next spring and dealers will work with reservation holders between December and January to complete the sale. Mark LaNeve, Ford’s vice president of U.S. marketing, sales and service, told Automotive News (subscription required) that he believes that more than 75% of the 165,000 deposits will become actual sales. Given the popularity and high demand for the truck, LaNeve said that the conversion rate may drop for later reservation holders as spots for the 2022 truck are already filling up.

2021 Ford Bronco Two-Door | Photo: Ford

2021 Ford Bronco
2021 Ford Bronco Four-Door | Photo: Ford

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Matt St-Pierre
Matt St-Pierre
Trained as an Automotive Technician, Matt has two decades of automotive journalism under his belt. He’s done TV, radio, print and this thing called the internet. He’s an avid collector of many 4-wheeled things, all of them under 1,500 kg, holds a recently expired racing license and is a father of two. Life is beautiful. Send Matt an emai

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