Reserving a Legend

  • Three Ford Broncos with a sunrise in the background

CHALLENGE

For most people, buying a car is sense and feeling driven – the touch of the body, the purring of the engine, the smell of the interior. How then to drive desire ahead of not one, but two Iconic Brands, Bronco and Bronco Sport, during a global pandemic? Key to this was ensuring that the experience was hassle-free and trusted. 

IDEA

With learnings from Ford’s first online reservation platform for the Mustang Mach-E in hand, the Ford Bronco and Bronco Sport reservation experience was reimagined. GTB & VMLY&R worked with Ford to understand the elements of the purchasing process that could be optimized into a singular online reservation experience for all visitors to Ford.com as well as their local dealer’s website.  The site enabled the customer to explore the new Bronco's intimately, whilst making it easy to convert interest into a tangible experience. Included was a configurator that supported shoppers looking for the price, description and image of each package and feature.

RESULTS
  • The Ford Bronco First Edition rapidly selling out in less than 24 hours. 
  • Over 190,000 reservations being submitted in the first 3 months since the Bronco’s reveal. Nearly half of them for the most expensive variants.
  • Within 3 days of the configurator going live, there were over 450,000 virtual Broncos built.