Demand for 2017 Ford Raptor far ahead of expectations

2017 F-150 Raptor ordering is underway online and at Ford Dealers2017 F-150 Raptor ordering is underway online and at Ford Dealers

Ford reported Friday that visits to its Raptor Build website are setting records and driving traffic to dealerships where deposits keep pouring in for its soon-to-be released 2017 F-150.

Customer waiting lists continue to grow and traffic on the website topped 90,000 hits to the Raptor build and price page in the first 10 days online. Full-scale production on the Raptor begins this month.

“This is one of the fastest and most popular product launches we’ve seen in some time,” said Rob Rosenbach, Ford F-150 brand manager. “Site traffic volume on the Raptor pages is currently more than five times our other performance vehicle lines and dealer demand is far ahead of expectations, which demonstrates to us that the Ford Performance team hit their mark with the new F-150 Raptor.”

Team Ford in Las Vegas has been one of the most successful Ford Raptor dealers in North America. Owner Steve Olliges, who races Raptors professionally off-road, says he already has nearly 300 customers on a waiting list. He fields two to three calls a day from customers across the country looking to place an order, turning many away due to supply allocation limits.

“It’s a great problem to have, but it’s tough because there’s so much interest in the product,” Olliges said. “We do everything we can to get our hands on Raptors for our customers, whether that’s referring them to other Ford dealers or making calls to find trucks for them.”

The Raptor Build and Price configurator on the website has already seen more than 90,000 hits with nearly 30,000 completed builds. Of those completed online builds 91 percent are SuperCrew.

Meanwhile, the Luxury Group, which includes features like 360-degree Camera and Blind Spot Information System (BLIS), has a 90 percent take rate and the Technology Package, which includes features like Lane-Keeping System and Adaptive Cruise Control with Collision Mitigation, has a 77 percent take rate. Shadow Black is the most common paint color.

While Ford does not publicly disclose production numbers, of the Raptors scheduled for production, 65 percent of early orders are identified as retail orders for a specific customer. The largest markets so far include Texas, California and Florida.