Ford Motor Company (NYSE:F) continues to register strong demand on its much-awaited Bronco SUV. Reservation for the car has already clocked highs of 190,000 ahead of its arrival in dealerships next spring. In the recent quarter, the auto giant registered over 30,000 reservations.
Bronco Reservations
The 190,000 reservations are for the two and four-door Bronco models and exclude the domesticated Bronco Sport. The limited ‘First Edition’ Bronco model going for $60,800 has already been sold out even on Ford doubling availability to 7,000 units. People have had to pay a refundable $100 as reservation fee.
Ford is coming off an impressive third quarter after a year-long restructuring. The company jumped back to profitably helped by a rebound in sales in the aftermath of the pandemic. The automaker reported $2.4 billion in profits for the three months ended September compared to a $425 million profit reported last year, same period. Revenue came in at $38 billion compared to $37 billion reported last year.
North American operations remain a key driver of the bottom line helping offset losses accrued overseas. Likewise, the Ford Credit business remained a soft spot generating $1.1 billion earnings compared to $0.7 billion reported last year.
The automaker ended the quarter with $30 billion in cash on hand and more than $45 billion in liquidity. In contrast, the company had $22 billion in cash on hand and $35 billion in liquidity last year.
Ford Outlook
However, the company says it expects to break even in the fourth-quarter or show a loss of up to $500 million. Ford says it could be hurt by a spike in costs and lower production, as it moves to introduce a redesigned F-250, new bronco, and Mustang Mach-E electric sport utility vehicle.
An impressive third-quarter can be attributed to, among other things, a restructuring that has come into play in 2020. From the factory floor to Wall Street, people are increasingly noticing that the company is under new management and forging forward in all segments.