Ford won’t even try to stop dealer markups, so your $20,000-$50,000 Bronco might end up being $80,000

At this point, it’s no secret that some car dealers get greedy and attempt to charge way more for a car than the MSRP. It happened with the Dodge Demon, it happened with the Toyota Supra, and it happened with the C8 Corvette, and that’s just from recent memory. Now, we’re learning that Ford will do absolutely nothing to curb dealer markups, which means the dealer you chose during your reservation could try to increase the price of your Bronco by a lot thanks to the fancy term “market adjustment.”

First Year Ford Broncos Could Be Much More Expensive Than You Think

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The fact of the matter is that Ford isn’t concerned with dealers marking up the price of the Ford Bronco – not for reserved models now, and not in the future.

This news comes thanks to Motor Authority’s Joel Feder, who was, apparently, in contact with Mike Levine, Ford North America Product Communications Manager.

Of course, one could argue that this is the nature of supply and demand, but will the Ford Bronco, as awesome as it is, still look so appealing with a $10,000, $20,000, or even $30,000 markup on top of the MSRP? Well, to put this into perspective, with a $30,000 markup by a greedy dealer, that First Edition two-door Bronco you just ordered could go from $59,305 (before destination and your choice of extra accessories) to $90,000 or more! The base model two-door could go up to near $60,000 under the same assumption.

Much like Dodge and Chevy, Ford dealers have been guilty of employing this exact tactic. The 2020 Shelby GT500, for example, was marked up by $80,000 at one dealer back in March of 2020.

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In the end, it will be up to you to clarify your final price when the dealer of your choice calls you later this year to confirm your order. Don’t be afraid to negotiate or cancel your order if necessary – this kind of dealer markup will only last during the first year or so, after which the supply will make them much easier to attain and, therefore, cheaper and much closer to MSRP. It might suck to have to wait longer, but that wait could save you a lot of money.

Robert Moore
Editor-in-Chief and Automotive Expert -
Robert has been an auto enthusiast his entire life. He started working cars at a young age, learning the basics from his father in the home garage on the weekends. As time went on, Robert became more and more interested in cars and convinced his father to teach him how to drive when he was just 13 years old. Robert continued working on cars in his free time and learned as much as he could about engines, transmissions, and car electrical systems, something that only fed his curiosity more and eventually led him to earn a bachelors degree in automotive technology with a primary focus on engine performance and transmission rebuilding.  Read More
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