17: Production Shortages
It has been widely documented the launch of the Ford Bronco has been marred by errors. For example, a shortage of computer chips impacted deliveries. There are dealerships with such a short supply, the Bronco has been marked up. One customer even paid over $100,000 just to get his hands on a new Bronco (via CNET). These kinds of price-gouging tactics are nothing new. A hot vehicle model will sell no matter what the price is.
But to get Ford willingly letting the shortage of such a hot model happen doesn’t speak well. The Bronco has many enthusiasts waiting for a new one. Low inventory cannot be a factor with a popular model. When it comes to popular vehicle models, the Bronco is one of the most popular in history.