- The reserve books for the Ford Bronco 2021 opened Monday night.
- The “reservation stampede” blocked the reservation website.
- The tracking and off-road capabilities of the Bronco make it a highly anticipated vehicle for large numbers of people.
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Almost 25 years have passed since we got a new Ford Bronco. On Monday night, Ford changed that with the Bronco 2021.
But this time, shoppers will have three body styles to choose from: a two-door, four-door SUV Sport or the smaller SUV Sport model, plus a host of trim and options. And the best kicker of all? The two-door Bronco base model will start at less than $ 30,000.
Ford opened its reservation books on Monday night and, unsurprisingly, the site was immediately flooded by interested buyers, effectively blocking it.
—Squirrel (@LatexSquirrel) July 14, 2020
“We were surprised by the stampede of reservations last night,” Ford’s official Twitter account tweeted Tuesday morning, acknowledging the site’s difficulties, “but rest assured that the site is fully operational now.”
—Ford Motor Company (@Ford) July 14, 2020
Enthusiasm makes sense.
The last Bronco left the Michigan Truck Plant assembly line on June 12, 1996, according to Ford. But long before production ended, the Broncos were loved for their off-road capabilities and classic design. They were collectibles, fashion icons, and everything in between.
For the next quarter century, Ford’s lineup remained without Bronco. As the automaker says, the market moved more favorably towards the Four-Door Expedition and had to respond.
But with the current surge in popularity of SUVs and trucks, basically big cars, there really wasn’t a better time to bring the Bronco back. It really seems like there can never be too many SUV deals today.
The love of off-road and going anywhere never went away, as fans and buyers of the Ford F-150 Raptor off-road truck show. Combining that enthusiasm with the return of a cartoonishly square 4×4 SUV with a famous nameplate and cult following to challenge the Jeep Wrangler? No wonder customers say the site collapsed.
Now it’s just a matter of seeing how many Broncos Ford manages to sell, and if Jeep has anything to worry about.
Get the latest Ford share price here.
