Ford opened its reservation books on Monday evening, and predictably, the site was immediately flooded by interested buyers, effectively crashing it.
"We were blown away by the stampede of reservations last night," the official Ford Twitter account tweeted on Tuesday morning , acknowledging the site difficulties, "but rest assured the site is fully up and running now."
The enthusiasm makes sense.
For the next quarter of a century, the Ford lineup remained Bronco-less. As the automaker tells it, the market shifted more favorably toward the four-door Expedition and it had to answer.
But with the current surge in popularity of SUVs and pickup trucks basically, the big vehicles there really wasn't a better time to bring back the Bronco. It really seems like there can never be too many SUV offerings today.
Love for off-roading and go-anywhereness never went away, as evidenced by fans and buyers of the off-roading Ford F-150 Raptor pickup truck. Matching that enthusiasm with the return of a body-on-frame , cartoonishly boxy 4x4 off-roader with a famed nameplate and a cultish following to challenge the Jeep Wrangler with? No wonder customer say the site crashed.
Now it's just a matter of seeing how many Broncos Ford manages to sell and if Jeep has anything to worry about.