Lucas Bell 
As more prospective Bronco buyers follow up with their local dealers, we’ve started to hear more chatter online about market adjusted pricing. Last week we reported on the fact that there is very little that Ford can/will do to fight dealer markups on the upcoming Ford Bronco lineup. Despite the lack of help coming directly from the Blue Oval, members of the Bronco6G forum have come together to help identify which dealerships Ford Bronco buyers should avoid.
If you’re in the market for a Ford Bronco of your own, we highly recommend taking a look here.
What forum members have created is an extensive spreadsheet, which highlights whether or not a dealership has confirmed to a user that they will be applying a market adjustment to the final MSRP. This sort of online cooperation is exactly the sort of tactic we saw buyers utilize prior to the launch of the C8 Corvette. In the case of the sports car however, we still saw many Vettes carrying price tags well into the six-figures upon launch. Thankfully for Bronco fans, none of the dealerships listed appear to be asking for such a substantial chunk of cash on top of MSRP.
The spreadsheet shows that most of the dealerships in question don’t plan to apply any sort of markup, while others are saving price adjustments for buyers without a reservation. When it comes to the more unsavory dealers, most are asking in the neighborhood of $2,000 to $5,000 on top of MSRP.
So, if you were hoping to score a 2021 Ford Bronco for close to the price provided by Ford, it appears you will have a chance. It is great to see some dealerships already pledging to sell their trucks at list price, as we’re sure the temptation to ask for more is hard to pass up.
