In the lead up to the Ford Bronco and Bronco Sport reveal this summer, many enthusiasts were rightly worried that slapping a Bronco badge on an Escape-based crossover would be a violation to everything the iconic name stands for. But the crossover’s reception was largely positive at launch, and our own review found it to not only be a refreshing offering in a boring segment, but a competent off-roader as well. It looks like the public agrees, as Bronco Sports are quickly becoming a common sight on the roads. Dealers are picking up on the strong demand for the new Ford model, and CarsDirect reports some are putting markups as high as $10,000 on the Baby Bronco.
The worst offender we know of is Marin County Ford, who have a Ford Bronco Sport Big Bend listed for over $39,995. Big Bend models, the second lowest trim level, start at $28,320 and tops out around $35,000 with every option. Worse yet, the dealer has a Badlands model listed for $46,250, above the $32,820 base price and $36,250 MRSP.
CarsDirect also found some other Bronco Sport pricing trickery at other dealerships. Some are listing the price as “Under MRSP,” but the $500 discount is actually a Ford Promotion. Other dealers are applying smaller markups, but hiding it by not displaying the MRSP at all.
These markups come as Ford just rolled out some promotions for the new Bronco Sport, which include the aforementioned $500 credit. There are also some good finance deals, specifically a 0 percent APR 48 month loan.
Seeing these markups come rolling in just as Ford is offering promotions on the Bronco Sport means there could be some murky waters to navigate if you purchase the crossover from some dealerships. And while these markups are the first we’ve seen, we doubt they will be the last. When the Bronco 2-Door and 4-Door finally arrive this summer, the markups will probably be even worse. Such is the world we live in.