The shortage forces Ford to pay its customers … for their patience

The shortage of microprocessors has spread to technologies such as the automotive industry, and automakers are faced with significant inventory levels. In early June, Ford had to take drastic action in a delicate context. His customers are not enthusiastic about the waiting time to receive a newly ordered car and turn to the competition.

To counter this, a $ 1000 cash bonus has been set for each customer who decides to place an order and takes the trouble of waiting several weeks (or even several months) to receive their new vehicle. The amount was published in pairs and is valid until July 6th.

All customers who order this month are affected. But Ford goes even further and offers the bonus retrospectively. This affects all customers who have already placed an order since April 1st. The Mustang Mach-E and the new Bronco are excluded from the bonus.

Closure of factories

The news only affects US dealers, but the scarcity actually affects the global auto industry. Ford had to shut down its Kansas City plant when General Motors even made the decision to completely close five production lines around the world.

“Our supply chain organization continues to make progress in working with our supplier base to mitigate the short-term impact of the semiconductor situation,” General Motors said in late May.

Ford is of course not the only manufacturer affected, but the situation becomes difficult if it cannot keep its dealers in stock and offer shorter order times.

Recently, the CEOs of Intel and IBM raised the issue of scarcity with far from optimistic forecasts. The situation could last for years as the demand for these microprocessors grows exponentially.

“There is a long time lag between developing a technology, building a manufacturing facility, and releasing chips. In all honesty, it will be a few more years before we have enough additional capacity to alleviate all aspects of the chip shortage, ”said Jim Whitehurst (IBM).

In Europe, Brussels recently defended its intention to break away from dependence on American and Asian suppliers. To this end, a ten-year project was launched. The aim is to invest enough to reach the 30% share of microprocessors used in the European Union that are made on the continent.

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