Ford is so eager to see new Bronco models reach the hands of reservation holders that it will punish dealerships who sell the Bronco to other customers.
In a letter recently sent to Ford dealerships, the car manufacturer announced a ‘Bronco Customer Name Match Audit and Integrity Policy’ that requires dealers to sell at least 60 percent of their Broncos to reservation holders, reducing the number of individuals who could skip the queue by paying a premium.
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Cars Direct notes that Ford will monitor compliance with the policy. If a dealership fails to hit the quota for reservations holders, they will get a warning for their first violation. A second violation will see the dealer forfeit their Bronco stock allocation for a month while a third violation involves dealers forfeiting 3 months of Bronco allocations.
Dealerships will also be able to appeal any alleged violations. Some cater to cases where a family member may end up buying a new Bronco rather than the reservation holder, or if a non-family member residing in the same household buys the off-roader instead of the person with the reservation. Dealers can also cite a customer’s inability to get approved for financing or an unwillingness to wait until delivery.
There is also a provision if reservation holders decide against taking delivery due to “customer concerns over quality,” seemingly referring to recent issues with the Bronco’s available hardtop.
As of late August, Ford had received more than 190,000 reservations for the new Bronco, each secured with a $100 refundable deposit.
