You are insulting thousands of other buyers and me regularly, and it’s 100% avoidable!

I understand that there is a chip shortage. I know that shipping containers now cost as much as Manhattan apartments. I am sure that you have labor shortages somewhere.

That’s why I have waited patiently since President’s Weekend.

But as we approach Columbus/Indigenous Peoples’ day, my patience is wearing thin. I continue to get email advertising from you (HQ and dealership) asking me to come on in and buy a new Ford. I continue to have my social feeds bombarded with advertising letting me know that the Bronco is back and I can buy one. I continue to see your sponsorship activity promoting a car you aren’t delivering.

DELIVER MY FRIGGING BRONCO SPORT!

And here’s the thing, you know I am waiting for an unfulfilled order. You have all that juicy BIG DATA. I had to give you my name and email to join Ford Pass to track the progress of my car. And here’s another thing, there is only one email opt-in/out option, so I can’t stop your email advertising without missing any meaningful information from you. And here’s the last thing, I have not heard a peep from you guys other than advertising and three notifications that my car is delayed again: no explanation, no apology, no nothing.

I’m not sure who runs the social media team or your Marketing excellence at Ford, but I hope the rating “Does not meet expectations” is an option.

Since your current marketing counsel appears to be lacking, here is some free advice from a Managing Partner at the New England Consulting Group (and I don’t hold a candle to our automotive practice team):

Own it: There should be tailored communications that are both empathetic and informative. Tell me what was happening. Bring me inside the problem and show me how dedicated you are to mitigating it.

Make us a club: Misery loves company. Create and promote moderated social spaces on FB, YouTube, etc., for expectant Bronco owners. It would establish commitment, demonstrate transparency and create a venue to control and dispel rumors, share accurate information, and perhaps even poke fun at your inability to fulfill orders.

Shwag us: We love shwag! If you were smart, you could create unique, limited edition shwag for those waiting months for their damn cars. For example, “Proud Almost Bronco Owner,” “2021 oops 2022 Bronco”, I bought a 2021 Bronco, and all I got was this stupid tee-shirt”, etc.

Done correctly, this could have been (and still could be) an opportunity to turn a bad situation into an experience that positively differentiates you and your dealers.

Feel free to reach out to me for more help. Before you do, though, deliver my frigging Bronco Sport!