The new Ford Bronco SUV is already exceeding company expectations ahead of arriving in dealer showrooms next year.
More than 150,000 reservations have been made for the upcoming two- or four-door SUV, far surpassing Ford Motor’s initial expectations, according to executives.
“That does exceed our optimistic expectations,” Ford CFO Tim Stone told reporters Thursday when discussing the company’s second-quarter earnings. “As a result, we’re working really hard right now to increase our annual production.”
Those reservations are for two- and four-door Bronco models. They exclude a smaller, more domesticated vehicle called the Bronco Sport that’s built more like a car than a truck.
Ford unveiled the new Bronco and Bronco Sport on July 13 to great fanfare. The nameplate developed a strong fan base following the original two-door SUV being discontinued in 1996.
Ford is launching the 2021 Bronco with more than 200 factory-backed aftermarket accessories for more capability and…