Reservations for the upcoming Ford Bronco have been so popular that the First Edition version of the SUV sold out twice in a week.
After all 3,500 Ford planned to build were spoken for the night of the unveiling, the automaker decided a few days later to double production to 7,000.
But the extra allocation was sold out by the time Ford announced it.
"Due to overwhelming demand, we made a one-time increase to the quantity of limited-edition First Edition models to 7,000 total," Ford said in a statement. "Reservations for the limited-edition First Edition two- and four-door Broncos are full."
Ford emailed reservation holders to explain that their First Editions, which start at $60,800, would be half as exclusive as they thought and offered them the chance to cancel.
On Bronco6G.com, which first reported the added production, users speculated that the problems Ford had handling the traffic on its reservation website in the hours after the July 13 reveal might have resulted in the First Edition being oversold and that the automaker wanted to avoid bumping anyone off the list.