In certain cases, Ford offers a $2,000 incentive to shoppers who trade their place in line for a vehicle they’ve custom-ordered in favor of one directly from a dealer’s inventory.
A Ford spokesperson confirmed to Kelley Blue Book that the $2,000 payment applies to certain 2021 and 2022 models.
That may be good news for buyers with some flexibility in terms of the model or options they’re seeking, but it stands in contrast to the automaker’s long-term plan to shift toward custom-order vehicles. In a call with reporters earlier this year, Ford CEO Jim Farley said that the automaker intends to move toward a more European-style system whereby customers test-drive an inventory vehicle and then place an order for one with the options and features they prefer.
Ford has experienced unprecedented difficulty building vehicles this year due to a persistent global computer ship shortage like all automakers. Ford has partially-built vehicles stored near its assembly plants, awaiting just a handful of final parts before the factories can send them to dealers.
In encouraging shoppers to abandon their orders, Ford may help clear out some lingering inventory, and it may prevent shoppers from switching to a different brand with a vehicle available at an earlier date. See Ford models for sale
