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Old 04-11-2021, 10:33 AM   #1
AVANTI R5
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Default About 100 Ford dealers to invest in dedicated Bronco Stores

About 100 Ford dealers to invest in dedicated Bronco stores
Michael Martinez
It's an idea originated by dealers, not a top-down edict from the factory. At their request, Ford created renderings for standalone stores and agreed to reward those who open one by slightly increasing their Bronco allocations.

Ford officials expect about 100 dealers to build Bronco showrooms, which will be near or connected to existing Ford stores and feature the SUV's horse logo instead of the Blue Oval.

Ford's design calls for a sleek, 3,800-square-foot building with an outdoor fire pit, indoor accessory wall and room to display three vehicles. The exterior includes black paneled siding, a gray stone entryway and wood accents.

"The excitement around this iconic brand and dealer confidence in our Ford brand generated the initial request and ideation for the Bronco store," he said.

"We did develop an official Bronco showroom, bringing to life the essence of Bronco to ensure consistency across the network for those that wanted to more heavily invest."

Ford revealed the renderings to dealers during its virtual national dealer meeting in October but has not otherwise publicized the plans.

Jim Moshier, general manager at Ricart Ford in Groveport, Ohio, was impressed with the concept and immediately requested more information.

He said Ricart originally wanted to split the new showroom between Bronco and other Ford Performance vehicles and accessories but was told that to receive any incremental volume the facility would have to be reserved for only the new off-roader.

Moshier said Ricart plans to use an existing 12,000-square-foot building on its campus that once housed a Mazda showroom. He thinks the store will open next year and expects it will help draw curious shoppers.

"It looks so cool, and that type of owner is an enthusiast," he said. "Jeep people are in love with their Jeeps. Ford thinks they'll breed that same enthusiasm with the Bronco. And if you have that facility, they think people will want to go there to see all the accessories."

Hovik plans to begin construction on his Bronco store in a couple weeks and open by midsummer. He plans to repurpose a commercial vehicle building that is next to his Ford store and visible from a freeway. The store will be virtually identical to the renderings, he said, with a few minor changes — no fire pit, for example — that make sense for the Arizona climate.

"It's going to be an absolute commercial that we have something new going on," he said.

Early demand for the Bronco has been robust.

Ford said last month that two-thirds of its 190,000 reservations for the two-door and four-door Bronco had turned into firm orders. Deliveries are expected to begin in June.

While coronavirus-related production issues have forced Ford to push back some specific models to the 2022 model year, the company has said it plans to invest millions at its Michigan Assembly Plant to boost production to meet demand.

In the first quarter, the automaker sold 23,356 Bronco Sport crossovers.

Company officials also have said they will look to expand the Bronco family. Ford is working on a Bronco-based pickup that's expected in 2024, AutoForecast Solutions and another source with knowledge of the plan said in 2019.

As evidenced by the prominent accessories wall in the Bronco store renderings, Ford expects the hundreds of add-ons it is rolling out will help boost dealer profits. The automaker last month said it would team up with aftermarket companies to offer additional parts.

While inventory will be hard to come by for some time, dealers say the standalone stores are an important tool that legitimize the vehicle and will help it compete against Jeep, which is encouraging dealers in many U.S. markets to build dedicated showrooms. About 600 of them — a quarter of those with multibrand Stellantis stores — have committed to adding either an adjacent Jeep showroom or a separate dealership, the brand's global chief, Christian Meunier, said in January.

"It's a longer-term play," Hovik said. "It's one of the fastest-growing segments, and Jeep's had that space to itself for a long time. If we're going to get more than our fair share, which I think we will, it only makes sense to invest in the Bronco brand as a Ford dealer."

For the Bronco, Ford hasn't ordered the kinds of mandatory facility upgrades that have long been a sore spot between automakers and retailers. Hovik said Ford's dealer council pushed hard to ensure Broncos could be sold with no conditions.

"For Ford to open up the availability to sell Broncos to the entire dealer body without requiring them to spend huge dollars, that's an incredible win," he said.

Hovik said that virtually every retailer he's spoken with plans to prominently showcase the vehicles in some fashion.

https://www.autonews.com/sales/about...-bronco-stores
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Old 04-11-2021, 02:12 PM   #2
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Sounds like when GM required dealers to add a Hummer store.

Actually, the old Hummer stores might pay off to those dealers in a few years.


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Old 04-11-2021, 02:22 PM   #3
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I get that there will be initial surge of customers to the new Broncos but long term are there going to be enough urban cowboys and cowgirls for both Jeep and Ford to thrive?
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Old 04-11-2021, 06:17 PM   #4
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Originally Posted by heavyD View Post
I get that there will be initial surge of customers to the new Broncos but long term are there going to be enough urban cowboys and cowgirls for both Jeep and Ford to thrive?


Yes, there are enough image addicted, commercial watching, social media participating douches in North America for this.
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Old 04-11-2021, 06:37 PM   #5
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Quote:
Originally Posted by heavyD View Post
I get that there will be initial surge of customers to the new Broncos but long term are there going to be enough urban cowboys and cowgirls for both Jeep and Ford to thrive?
Is the urban cowboy any different than the wannabe rally driver crowd that buys a WRX? There are enough people buying WRX/Fiesta/Focus.....I imagine there are even more wanting to by the Bronco/Wranger.
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Old 04-11-2021, 09:14 PM   #6
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While, I have no desire to purchase a Bronco. (After finding rust under the door bumper molding uhhh, I'm contempt with restoring My Ford Ranger). I feel this is an exciting product. Its such a shame that they finally made something interesting and they can't get the thing out the door to the public. At this rate they will have to scrap it for an EV equivalent...
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Old 04-11-2021, 10:16 PM   #7
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Originally Posted by Pre View Post


Yes, there are enough image addicted, commercial watching, social media participating douches in North America for this.
nailed it.
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Old 04-12-2021, 09:02 AM   #8
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Is the urban cowboy any different than the wannabe rally driver crowd that buys a WRX? There are enough people buying WRX/Fiesta/Focus.....I imagine there are even more wanting to by the Bronco/Wranger.
Not exactly an apples to apples comparison there as the wannabe rally driver crowd is puny as Subaru sells <25k WRX/STI annually in the US. Jeep had this niche all to themselves for a long time and I'm wondering if the Bronco is going to add a lot more buyers to this market or is it going to be a matter of splitting Jeep's market.
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Old 04-12-2021, 10:05 AM   #9
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Quote:
Originally Posted by heavyD View Post
Not exactly an apples to apples comparison there as the wannabe rally driver crowd is puny as Subaru sells <25k WRX/STI annually in the US. Jeep had this niche all to themselves for a long time and I'm wondering if the Bronco is going to add a lot more buyers to this market or is it going to be a matter of splitting Jeep's market.
I'm thinking both and with so many various trims of the Bronco, they can go after a lot of different buyers. Personally, I'd never own a Jeep. I would however own a Bronco Wildtrak. I also wouldn't be too surprised to see some Raptor owners trade in their truck for the Wildtrak Trim. Looks like it can make a capable Moab vehicle while also offering high speed off roading.

I think Ford stands to grab a lot of the mall crawling Wrangler crowd as well. Assuming the Bronco and all the various trims launch with minimal recalls and overall have good long term reliability, I think it will be a very successful vehicle for them. I do with they offered the Wildtrak in a non removable hardtop though. I just feel that no matter the type of removable hardtop it comes with, it will still have more road noise than that of a solid roof.

The Wildtrak I built on their site came to $60k. Maybe on 2nd year of the offering we see these go for closer to $52k with incentives towards year end deals.
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Old 04-12-2021, 11:44 AM   #10
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Real estate is the biggest PITA for basically any retailer. This seems like insane over exuberance.
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