New Ford Broncos are so in-demand, one just sold for US$126,500 at auction
The company's dealers have even been allocated funds to get customers booze to buy some patience
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The hysteria over the 2021 Ford Bronco has reached new heights after a used First Edition model was sold for nearly double its retail price at auction.
The First Edition Bronco – one of just 7,000 produced by Ford – changed owners this past weekend at Mecum’s Dallas auction for an impressive haul of US$126,500 . The base price for the four-door trim of the vehicle is listed at US$63,500.
The auctioned-off Bronco came in Cyber Orange and has a shade under 300 kilometres on the odometer. The four-door trim features a twin-turbocharged 2.7-litre V6 EcoBoost engines that pushes out 310 horsepower and 400 pound-feet of torque.
The sale is the latest in a series of news that continues to highlight the literally overwhelming demand, and the production issues, facing the modern Bronco.
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A 2021 Ford Bronco First Edition sold at Mecum Auctions in September 2021 Photo by Mecum Auctions -
A 2021 Ford Bronco First Edition sold at Mecum Auctions in September 2021 Photo by Mecum Auctions -
A 2021 Ford Bronco First Edition sold at Mecum Auctions in September 2021 Photo by Mecum Auctions -
A 2021 Ford Bronco First Edition sold at Mecum Auctions in September 2021 Photo by Mecum Auctions -
A 2021 Ford Bronco First Edition sold at Mecum Auctions in September 2021 Photo by Mecum Auctions -
A 2021 Ford Bronco First Edition sold at Mecum Auctions in September 2021 Photo by Mecum Auctions -
A 2021 Ford Bronco First Edition sold at Mecum Auctions in September 2021 Photo by Mecum Auctions -
A 2021 Ford Bronco First Edition sold at Mecum Auctions in September 2021 Photo by Mecum Auctions -
A 2021 Ford Bronco First Edition sold at Mecum Auctions in September 2021 Photo by Mecum Auctions
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Ford has already received more than 190,000 reservations for the SUV, and was recently halted all online ordering, likely in an effort to keep that number creeping higher . The amount of reservations, coupled with production issues around hardtop replacements , has put a significant dent in rollout plans for Fall 2021.
The American automaker is also apparently providing its dealers with special funding to spend on customer relations with hopefully-patient Bronco orderers. In a memo sent to all dealerships last week, Ford put the onus on its brick-and-mortar locations to understand the needs of their customers and use the fund – which caps the per-customer spend at $1,000 – accordingly to ease the pain of Bronco-less driveways. That includes specific ideas like purchasing a customer’s “favourite bourbon or spirit” as one option, says The Drive .
Colorado-based The Fast Lane Car reported at the end of August that some customers had received a hammock as a token of appreciation for their patience, with one recipient claiming Ford included a note in the package cleverly asking them to “hang in there.”
Time will tell if customer frustrations boil over and Bronco pre-orders suffer as a result. For now, at least one auctioned Bronco confirms patience, or lack thereof, is worth about US$63,000.
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