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And There’s Little Ford Can/Will Do About It

Pre-production versions of the 2021 Bronco, shown here, include Bronco two-door in Cyber Orange Metallic Tri-Coat and Bronco four-door in Cactus Gray.

The launch of the Ford Bronco and Bronco Sport lineup made waves the other night, as potential buyers flocked to the Ford website to put down their $100 reservation payments. While customers may have been looking at the pricing information that Ford has provided on their website, there is one very important thing that they may have overlooked: the inevitable dealer markups. According to some reporting by Motor Authority’s Joel Feder, this could prove problematic.

Dealer markups are not a new issue in the new car market. Whenever a new product comes out that is in high demand, dealers are able to capitalize by attaching huge market adjustment fees to the final sales price of the car. This is how we ended up with new examples of the C8 Corvette and Toyota Supra with price tags well into the six figure range. Well according to Feder, Ford has no plans to stop dealers from attaching these price hikes to the reborn off-roader. This is also true for buyers who have already placed their reservations, meaning they may be on the hook for quite a bit more cash than expected based on their initial build price. The news came via a Tweet the other night, after a conversation between Feder and Ford’s North America Product Communications Manager Mike Levine.

At this point, there is no real way of knowing just how much of a market adjustment Ford Bronco models will receive when they hit dealership floors. Most of the time we see these hikes attached to sports cars, but the off-roader is an enthusiast vehicle in its own right. Combine that with the fact that the Ford Bronco is by far the most anticipated vehicle of the year, and the situation seems primed for some ugly business practices. If you’ve already ordered yourself a Bronco, be ready for the dealership to possibly make this experience a bit more challenging.

2021 Ford Bronco Wildtrak
2021 Ford Bronco Wildtrak. Photo Via Ford.

Written by Lucas Bell

Lucas holds a journalism degree from Wayne State University, and is a Automotive Press Association scholarship recipient. While an American muscle fan through and through, he once wrote a fascinating comparison review about eScooters.

2020 SEMA Show


2020 2021 2022 C8 Corvette Stingray Coupe Convertible