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Ford Bronco, Mach-E and new F-150 delayed

Ford Bronco, Mach-E and new F-150 delayed

Three new Ford models are having their launch delayed because of COVID-19. The new Ford Bronco, Mach-E and the revised Ford F-150 are all being delayed for at least two months.

The delay is down to the closure of Ford plants during lockdown. So far, the plants have been idle almost two months. Depending on what happens next, the delay for these models will equate to the duration of that closure.

Ford are gradually opening some manufacturing. It began opening some of its US plants last week and will be rolling out openings over the coming weeks until production returns to normal.

The automaker said it will do everything it can to minimize delays but some will be necessary as plants spin up and restart their complex processes all over again.

The company take

“We’re not going to do any additional delay to these launches beyond the impact of COVID-19 as a mechanism to conserve cash,” Hau Thai-Tang, Ford’s head of product development and purchasing, said last week.

“I know that’s something that some of the other OEMs are doing. However, given our inability to work in the assembly plants during the shelter-in-place restrictions, it will have an impact to program timing in terms of the launches. But we expect to launch delays to be commensurate with the duration of the shutdown period.”

New models

The new Ford Bronco, Mach-E and Ford F-150 are all vital for Ford. Each is a class-leader in its own niche and will be very influential for both sales and the direction Ford takes over the next couple of years.

The new Ford Bronco is a brand new small truck designed to fill the gap where the Ranger and F-150 are too large to fill. The new Mach-E is Ford’s first all-electric vehicle and has a huge amount riding on it.

The revised F-150 is a reimagining of Ford’s volume seller and any change, no matter how modest, will have important repercussions for the company if they are not received positively.

“We think, again, we have a real opportunity here, given the freshness of our product portfolio and the new products coming online in really hot segments,” said Hau Thai-Tang.

“And the way we’re looking at it, it’s a once-in-a-decade opportunity to grow our brand favorability as well as market share and revenue with products coming online like Bronco, Mach-E and the F-150.”

Ford began reopening some plans on May 18 and will be gradually scaling up production dependent on the success of testing, distancing and protective equipment.

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