The paddock gate has been thrown open, and Ford (NYSE: F) has released its brand-new line of Bronco trucks to the US market. The Bronco has entered production across the US, and the first trucks have been shipped.
On June 12, 1996, the last Ford Bronco rolled off the line in Michigan, with the company retiring the popular truck after several years. However, on June 15, 2021, the first generation of Broncos entered production in Michigan, with the first orders shipping out to dealerships in the same week. According to Ford, the company has some 150,000 outstanding pre-orders for the revived classic truck.
The excitement surrounding the release of Ford's new Bronco has been palpable for fans of American trucks, especially those who had or still have a classic Bronco. For many in the company itself, especially those that worked the lines of the Michigan assembly plant when the classic Bronco was in production and continue to work for Ford today, I imagine the satisfaction of the Bronco finally shipping is immense. Having grown up hearing my father's stories of his exploits with his own Bronco when he was younger, I definitely felt a twinge of nostalgic excitement watching the line spring to life in Ford's announcement video.
The nostalgia and excitement surrounding the Bronco's release has already translated into solid sales for the company, which will in turn likely drive the line's production going forward. There are, however, significant obstacles to the future production of the Bronco even just days into the truck's production, due to the harsh economic realities the line was born into. Semiconductor shortages, as well as the continued existence of various tariffs and the tense relationship between the U.S. and China amid a generally uncertain economy, aren't exactly the best conditions for the Bronco.
For the time being, Ford appears to have sourced a supply of much-needed microchips. Mario Williams, a quality control inspector at the Michigan assembly plant, told the Detroit Free Press, "They're making it happen. I don't know how. It's magic."
Ford is expecting, however, for some orders to go unfulfilled in 2021 simply due to the reality of the post-pandemic economy. Production, however, is expected to catch up in 2022.