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Hagerty Employee

Ford doubles Bronco First Edition production, immediately sells out

The long-awaited Ford Bronco is finally here, and early customers had a crack at the generously-outfitted First Edition Bronco. Ford had initially planned to limit production of this special edition to just 3500 examples, but now the Blue Oval has sent an email out to those who reserved a First Edition with an update: the allocation will be upped to 7000, and the additional First Editions are already spoken for. Well that didn’t take long.


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An interesting quandary, on one hand there was the implied exclusivity to those reserving under the original production numbers, but you have to like the way Ford will let you out of the deal with no damage if you decide that you were treated badly. Personally it's hard to feel anything at all for someone who bought a vehicle simply because it was a limited production and not because they really wanted one, so hopefully there aren't too many of those. Ford's ultimate challenge is selling vehicles to its dealers, and I am thrilled that people can't order a new product fast enough.