“It’s core to the success of Bronco,” Mark Grueber, Ford’s U.S. consumer marketing manager, said to Automotive News. “For dealers, it’s a great opportunity not only from a profit standpoint but also long-term engagement with customers. It’s a great proof point of what Ford can do and how big this opportunity is going forward.”
What is now an incredibly successful program is actually rooted in failure. Ford tried this circa 2018 with the Ranger pickup. But Ford’s systems weren’t ready, and the program died after a lack of options and inventory. For the Bronco, Ford came prepared. Now, it’s being handsomely rewarded, and so are its dealers.