FORD BRONCO

When Ford reintroduced the Bronco, excitement was off the charts—over 200,000 fans placed deposits to reserve one of the first vehicles off the line. The challenge? Extended production timelines meant some customers would be waiting up to two years, risking frustration, reservation drop-offs, and lost revenue for Ford.

My goal was to turn that waiting period into an opportunity. I developed a long-term engagement platform designed to keep deposit holders excited, informed, and connected to the brand. Rooted in behavioral economics and choice architecture, this CRM program delivered personalized content, exclusive experiences, owner support, limited-edition merchandise, and more—ensuring anticipation never turned into attrition.

UNDERSTANDING THE CHALLENGE

As lead strategist, my first priority was to understand every aspect of Bronco’s core audience and their decision-making process. These adventure-driven enthusiasts are always chasing the next escape, eager to push their limits in the outdoors. And they don’t like to wait—especially when it comes to the gear that fuels their adventures, including the vehicle that gets them there.

THE STRATEGY

Even the most passionate Bronco fans had reasons to walk away—whether it was the appeal and availability of competitors like Jeep and Toyota or the uncertainty surrounding the Bronco’s launch and purchase process.

My strategy was to eliminate those doubts by redefining what it meant to place a deposit. Instead of waiting to become owners, deposit holders became owners the moment they reserved their Bronco. We welcomed them into the Ford family immediately, ensuring their connection to the brand felt real from day one.

The ResultS

67%

of deposit holders converted to vehicle orders, setting a new precedent for the automotive industry.

(Tesla Model 3 converted fewer than 20% from their deposit program)