Photo: Ford Motor Company
Ford unveiled the 2021 Bronco last summer. Since then, the Blue Oval got almost 200,000 reservations for the new Bronco. As it turns out, seventy percent of Bronco buyers have never owned a Ford before.
Convincing buyers from other brands is an automaker's dream, and it looks like Ford managed to achieve a feat that is rarely accomplished in the car industry. Usually, this happens with new segments or cars with alternative powertrain technology. Price is an exception from the rule, as well as retro-styled models that come back to the market, as Fiat did with its 500 and the Brits at MINI achieved with the iconic hatchback.
Not all retro comebacks are successful, and not all new segments manage to achieve greatness manifested through sales figures, so this is an achievement. Apparently, seven in ten Bronco buyers were new to the Ford brand. Meanwhile, according to Ford's internal data, over sixty percent of Bronco Sport buyers used to own a model made by Jeep before signing a reservation for the crossover version of the Bronco. In other words, both versions of the Bronco have proven popular with customers coming from other makes.
As Ford Authority remarks, the Ford Mustang Mach-E also manages to get "conquest sales," as industry specialists call them, with seven out of ten buyers coming from different brands from the Blue Oval. The next step for the Michigan brand is ensuring customer satisfaction through its dealer network, as well as collecting feedback from new and returning customers.
While it may seem like a coincidence that seventy percent of Mustang Mach-E buyers and seventy percent of Bronco reservation holders come from varied brands, it goes to show that launching a new product, either a retro-inspired nameplate revival or a new model with an alternative propulsion system will bring more people to a brand. Now that Ford has two separate recipes for more customers on its hands, the Blue Oval must find a way to turn current new customers into returning customers of "tomorrow."
Retaining customers is even more difficult than "conquest sales" for most brands. Fortunately for the Blue Oval, it has been building cars for long enough to know how to train its sales and after-sales teams, so as long as customers will be happy with their cars and the relationship with the dealerships that sold them, most customers might become returning customers after a few years.
Not all retro comebacks are successful, and not all new segments manage to achieve greatness manifested through sales figures, so this is an achievement. Apparently, seven in ten Bronco buyers were new to the Ford brand. Meanwhile, according to Ford's internal data, over sixty percent of Bronco Sport buyers used to own a model made by Jeep before signing a reservation for the crossover version of the Bronco. In other words, both versions of the Bronco have proven popular with customers coming from other makes.
As Ford Authority remarks, the Ford Mustang Mach-E also manages to get "conquest sales," as industry specialists call them, with seven out of ten buyers coming from different brands from the Blue Oval. The next step for the Michigan brand is ensuring customer satisfaction through its dealer network, as well as collecting feedback from new and returning customers.
While it may seem like a coincidence that seventy percent of Mustang Mach-E buyers and seventy percent of Bronco reservation holders come from varied brands, it goes to show that launching a new product, either a retro-inspired nameplate revival or a new model with an alternative propulsion system will bring more people to a brand. Now that Ford has two separate recipes for more customers on its hands, the Blue Oval must find a way to turn current new customers into returning customers of "tomorrow."
Retaining customers is even more difficult than "conquest sales" for most brands. Fortunately for the Blue Oval, it has been building cars for long enough to know how to train its sales and after-sales teams, so as long as customers will be happy with their cars and the relationship with the dealerships that sold them, most customers might become returning customers after a few years.
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