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Buying a vehicle today is more difficult and expensive than ever before. High prices and low supply is the result of a shortage of semiconductor chips that run everything from a car's highly complex navigation system to its transmission, workforce difficulties and trucking challenges presented by conditions exacerbated by the COVID-19 pandemic.
Additionally, automakers are reaching into the future, beginning plant remodels and vehicle lineup changes that push electric vehicles into the forefront of the buying conversation despite their lukewarm reception from the general public.
These supply chain difficulties are changing the way car buyers purchase their new model. Gone are the days of walking onto a lot and walking off with the car you want, loan signed, that day. Shoppers are having to reserve their model months or even years in advance, put down a deposit, and await word for when it will be ready.
While electric vehicles started the modern reservation trend with Tesla's Model 3, Y and Cybertruck leading the way, many manufacturers have done the same, hoping to ease the strain on their supply chains. The Ford Bronco was only available to reserve from day one.
The Ford F-150 Lightning has a current waitlist of more than 200,000 folks while the GMC Hummer EV has more than 75,000 owners waiting. And the Tesla Cybertruck is said to have more than 1 million.
As reservation holders and deposit makers anxiously await their new vehicle coming off the line, some automakers are offering gifts or sending status update emails with photos of their build's progress. Here's what automakers are doing to keep their reservation holders happy.
MINI Cooper
MINI last week said that some reservation holders for its Cooper hatchback will get the comically named "The We're-Working-Hard-To-Get-You-Your-Car, waiting-Is-The-Worst, In-The-Meantime-Happy-Puzzling, MINI Puzzle" featuring life-size press images of MINI vehicles. Others will get a regular-sized puzzle.
"People buy a MINI because of its cheeky and fun-to-drive spirit, so we wanted to give owners something fun to do while they wait to get behind the wheel of their new MINI," said Rah Mahtani, Brand Communications Manager, MINI USA in a press release.
The current wait for a MINI Cooper is only a few months, according to the company.
Acura Integra
The Acura Integra returned in 2022 after a 16-year absence. The company started taking reservations for the four-door sedan in March, and the first 500 hand raisers received a limited edition non-fungible token (NFT). Acura's NFT is a digital piece of art featuring a gold-painted Integra on a platform over water, with golden orbs in the background.
Deliveries of the Integra have begun three months after its debut.
Porsche Taycan
Porsche wouldn't share how big the backlog for the electric Taycan sports sedan. But a company representative told Newsweek that it works with reservation holders on a case-by-case basis.
"As of now, we have harmonized our communications strategy for customers who are awaiting either confirmation of an allocation and/or delivery of their vehicle to provide information of where they sit in the process," a Porsche spokesperson told Newsweek. "That includes email communications, welcome videos, and both digital and physical surprise and delight gifts. We estimate the tempo for communications to be once every 30-45 days."
Additionally, Porsche has the "Track Your Dreams" program that is currently available for 911 and Taycan that allows reservation holders to see where their car is in the manufacturing process.
Rivian R1T
The Rivian R1T pickup was announced in 2018 and deliveries just started last year in September. Like other automakers it is prioritizing the ones it can build now. That meant dropping the big battery for buyers until 2024. Rivian has been providing some of its reservation holders with posters of their specific build.
The company told us it has increased its cadence of communications with buyers, who receive updates directly from Senior Director of Customer Engagement Tony Caravano.
Ford Maverick
Ford has a few popular vehicles in the pipeline, and they aren't all electric. There are current waiting lists for the Maverick, F-150 Lightning, Bronco and Mustang Mach-E. For Maverick, Ford is communicating every few months with new information and updates on their order being scheduled and built. Those customers just got an email preparing them to wait until 2023 for delivery, due to supply chain issues.
"If customers choose not to remove any of the above packages/features, we will be making a special private offer discount available beginning in August to those customers whose orders go unscheduled," a Ford spokesperson told Newsweek. "This private offer may be applied towards the order and purchase of a 2023 Maverick. Customers should consult with their Ford dealer beginning in August to understand more details about this special private offer."
Reservation holders did get a free FITS kit that allows them to print their own accessories and install them in the vehicle.
Ford Bronco
Ford announced the new Bronco in 2017, a return of a 25-year-old name. It was supposed to debut in the spring of 2020 but was delayed because of the pandemic. It was eventually revealed in July of 2020 with reservations beginning in December of the same year.
The Bronco list was at 160,000, though some reservation holders have been receiving limited edition posters and model cars while they wait, in addition to emails.
Ford hasn't returned our emails on what it's doing for F-150 Lightning reservation holders, nor GMC and its electric Hummer.
About the writer
Jake Lingeman is a Newsweek Autos managing editor based in Detroit. His focus is reporting on the auto industry. He has covered ... Read more