mobile-menu-icon
Ford Authority
Sponsored

2021 Ford Bronco Markups Already Reaching Insane Levels As Deliveries Begin

Sponsored

2021 Ford Bronco production is well underway at the Ford Michigan Assembly Plant, despite a number of well-publicized hardtop-related challenges and the ongoing semiconductor chip shortage. Just a couple of weeks ago, Ford Authority reported on a large number of finished Broncos sitting five miles outside of MAP, and earlier this week, our spies caught a number of these vehicles on their way to customers. As Ford Authority recently reported, some of these units have been reallocated to dealer stock, and it appears that a few are already taking advantage with massive 2021 Ford Bronco markups.

A quick nationwide search reveals some shocking 2021 Ford Bronco markups, with many of them exceeding $20,000. That includes a Cyber Orange First Edition up for grabs at Perry Ford Lincoln, which the dealer is asking $79,115 for – exactly $20k over its MSRP of $59,115. Then there’s Marin County Ford, which has an Area 51 example (with no other details provided) listed for $77,205, a whopping $25,000 higher than its MSRP of $52,205.

There are some dealers out there that aren’t slapping massive markups on 2021 Broncos, however- or at least not advertising them. That includes this two-door Outer Banks at Baxster Ford Papillion, as well as this four-door Badlands for sale at Packey Webb Ford.

As usual, a little shopping around can save prospective buyers a ton of money. But ultimately, it’s not really a surprise that a number of dealers are trying to profit off one of the hottest new vehicles in recent memory. After all, we’ve seen this recently with everything from the Ford Mustang Shelby GT500 to the Ford Mustang Mach-E, and even a number of new Ford vehicles that aren’t limited-production or collector’s items.

We’ll have more on the 2021 Bronco very soon, so be sure and subscribe to Ford Authority for more Ford Bronco news and continuous Ford news coverage.

Sponsored

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

Subscribe to Ford Authority

For around-the-clock Ford news coverage

We'll send you one email per day with the latest Ford updates.
It's totally free.

Sponsored

Comments

  1. Johnny Bronco

    I thought the company forbade this process back when the last T-bird version came out in the early part of this century. Any dealer that marks up over sticker should be black-balled or sanctioned, say for every vehicle sold over sticker they get two less allocated.

    Reply
    1. Roy Chile’s

      As American vehicle purchasing customers we need to have a come together meeting to end this once and for all. Everyone who can’t get the vehicle for sticker price simply let the vehicle sat on the lot for 12mos. After the dealership has a year supply all of us fun loving customers can get a great deal on any model we want

      Reply
    2. Chris Bellairs

      ‘Cause who believes in supply and demand, right? $1/lbs filet mignon for everyone! 5 carat diamond rings on all engagement rings! I wonder what color I should get my new Ferrari in????

      Reply
  2. Bob

    Gouge & gouge DEEP!
    People are dumb enough to pay insane prices, Hammer them!!
    No different than auction cars going for $100,000.00
    Whatever the market will bear!

    Reply
  3. M S Watchdog

    Those Dealers no to learn that PIG’S GET FAT AND HOG’S GET SLAUGHTERED! If a dealer tried that on me I would never go back again and it would be all over social media!

    Reply
    1. Chris

      Umm. I think it’s: Bulls get fat. And Bears get fat. But Hogs get slaughtered.

      Reply
  4. Bronco Matt

    Showing yet again that dealers provide no real benefit other than to take money from you. Sure they provide parts/services but most of those are separate businesses under the franchise anyway. Kill auto dealerships, they provide no value other than to squeeze the buyer. One only needs to look at Tesla and the other companies popping up that are not utilizing dealerships to see that it is a workable model and the old way is archaic and run it’s course.

    Reply
  5. T dudansky

    I worked at wixom plant on tbird and people canceled there orders. People should do the same with bronco. And write ford and let them know.

    Reply
  6. T dudansky

    They should also deny any dealer that does this any future bronco orders for 1year. See how fast they remove that mark up

    Reply
  7. Gary bruce kempf

    I was seriously considering a new f150 but now will wait as long as I have to!

    Reply
  8. GaryB

    These broncos may have window stickers on them, but these mannequins cannot be sold until the my22 mannequins show up. There are ways for dealers to sell “stock” broncos before then, but it requires customers to back out of orders at delivery. Dealers are penalized if this happens, but no idea what that penalty actually is

    Reply
    1. Johnny Bronco

      The simple way dealers sell stock built vehicles BEFORE your early order is that they CANNOT build your vehicle yet due to their mismanagement of parts supply. If you, like I ordered a V6 then certainly all the I4s they can build get sold before yours and mine

      Reply
  9. Skippyguy

    I can build a pretty sweet rig for $60,000 in the used market… Why would I pay more for a 1st gen model that is already having issues and will surely live up to the Fix Or Repair Daily (FORD) acronym?!?!

    Reply
  10. dude

    maybe if FORD had more control over their dealers they would slap a cap on what the dealers could mark up. Hope they don’t sell any above the msrp.

    Reply
    1. Patrick Ford

      Dealers are customers of the manufacturers. They don’t care what they sell them for, so long as the company gets their price.

      Reply
  11. Ron Bearden

    It’s a really good incentive to look at Jeep, if these criminal dealers keep up this practice.

    Reply
    1. Johnny Bronco

      And comparably equipped the new Grand Cherokee L is not directly comparable but priced about $5000 Less

      Reply
  12. Guy B.

    I’ve never understood the rationale of why it’s OK for a car dealer to sell a vehicle for thousands under MSRP every day of the week but the dealer should be brutally punished for selling one for thousands over. Never understood that. Would seem to argue for mandatory MSRP selling. Oh. Wait. Someone would argue that’s “price fixing”.

    Reply
    1. DAVID SIMMONS

      I AGREE WITH YOU. IF IT IS OKAY TO SELL BELOW MSRP DUE TO MARKET CONDITIONS, THEN IT IS OKAY TO SELL ABOVE MSRP FOR MARKET CONDITIONS.
      THE REST OF THE BUSINESS WORLD DOES THIS, WHY DO DEALERS GET CONDEMNED FOR THIS? I THINK THE ONLY FAIR WAY TO DO THIS WOULD BE ALL VEHICLES ARE SOLD AT SUGGESTED MSRP. NO MORE, NO LESS. THAT WAY PEOPLE CAN NOT RIP ON DEALERS FOR TAKING ADVANTAGE OF SUPPLY AND DEMAND AND MARKET CONDITIONS.

      Reply
  13. Stalkbroker94

    Makes me wonder why anyone buys cars brand new. I steered people away from them when I was in sales. Sure, I made more on a used unit, but the customer paid a lot less, too.

    Reply
  14. Nick Toole

    If they try to mark up my bronco I’ll keep my Tacoma…..I drove Ford in the 90’s I /we deserve better treatment.

    Reply
  15. royl

    This isn’t just the dealers, ford’s hands are not clean. Ford does have “power” over their dealers, ford does have a large list of “backorders”. Filling dealer stock, while those that have a legit order on the books for over a year is, low. For those dreaming of their new mall crawler, I guess they’ll wait, and/or pay extra, remember, many believe if they own a bronco, girls will flock to them, like bees to honey….but then again many live with their mom, can’t parallel park, can’t drive a stick shift,do not hold down a job. But they are really good at playing video games…. Ford has found the segment of the market that will take a slap in the face, and like it….

    Reply
    1. GaryB

      No jobless staying at home teenager can afford a new car let alone a bronco. Those kids are looking at 20 year old Hondas with the fart cans and light strips

      Reply
      1. royl

        Funnneee! The problem is they ARE Not teenagers! The wokes gen, stays at home (mama’s boys) in their 20-30s! Some seem to never move out, and become an adult, things like full time jobs, having their own place, etc. has escaped them.

        Reply
  16. Waiting for my Bronco

    There’s a dealer in Chicago that is asking $199,000. I had to take a screen shot. Absolutely disgusting.

    Reply
  17. Mrs. Walker

    Nice to know you saw my post in the Bronco6x group. 😉

    Reply
  18. HarleyRich

    The PEOPLE CAN SLAP A CAP on the dealer who does this!!!!
    Spread the word and DO NOT BUY FROM THIS DEALER!!!!!…
    WE ALL NEED TO STICK TOGETHER!!!!…. NOBODY BUYS FROM THIS DEALER!!!!
    GO TO ANOTHER DEALER, EVEN THEIR COMPETITION, EVEN THOUGH ITS NOT FORD FAULT!!!

    PROFIT IS NOT A DIRTY WORD■■■ BUT GOUGING IS■■■■■!!!!!!!!
    But we need to stick together!!!! Thats the tuff one?????
    There are other dealers around that are fair…….
    GO TO THEM…

    Reply
  19. David

    This mark up is garbage

    Reply
  20. Bronco Billy

    This is economics 101. High demand coupled with low supply leads to high prices. People always get upset when this happens, like when the price of things go up after a natural disaster, because they don’t understand economics. In the case of gasoline or other commodities, if the price doesn’t rise with high demand and low supply, people will hoard it/them making it so that none is available for others. In the case of Broncos, nobody is forcing people to pay these high prices. If people who can afford to end up deciding to pay the high markups, that’s their business.

    Reply
    1. royl

      Let me see if I understand this, when there is a Natural Disaster, the price goes up on various items due to Supply and Demand. Okay. Now what happens when there is not a Natural Disaster? Just ford playing games? For example, with the zillion back orders, and promise to fill those order in the order received, but then deciding not to honor their word, and fill some dealers order first–is this what you call a Natural Disaster? I call it BS. Some (lots) of people have put up their money, and waited a year for delivery, based on the promise ford made. Now, ford is saying, screw our promise! We and our dealers see an opportunity to really rake the fan boys!! Not a good thing. The Little Fan Boys will stay in line, as they have already picked out the outfit they are going to wear, while mall crawling! You know, so it accents the color of their “rig”! I predict a lot of would be buyers, decide to purchase else where for their next purchase.

      Reply
      1. Bronco Billy

        Ford dealers are separate businesses from Ford Motor Company. If you’re an order holder Bronco price inflation should not impact you. I wouldn’t pay a dollar over invoice as an order holder. Shortly after people started reserving Broncos last year there was lots of discussion about switching reservations away from dealerships that were planning to charge markups to ones that were not. For order holders seeing that non-customer-ordered Broncos are getting marked up by dealers should be good news of sorts. It tells them their Bronco will be worth a lot more on the open market than they paid for it after they take delivery of it. Vintage Broncos are seeing their market worth go way up as well. It’s a great time to own a Bronco!

        Reply
        1. royl

          What? If in Commiefornia dealers charge over MSRP-this is good for those owning a bronco, or buying a bronco, because it makes them more valuable in the open market? Of course, this is CA think-drug addled double talk. First, when you can’t argue the facts, such as ford’s promise to deliver in the order received, go with BS. Second, if ford ever starts shipping broncos, in mass, the very temporary “market price” will drop like a stone, then it will be a bad time to own a bronco, I guess. Covid, chip shortage, flood, unable to secure (over several years) anyone that wanted to produce their hard top, etc. etc. isn’t a good strategy for delivering vehicles. One must look at all the other mfgs to see if they were equally impacted, and were all ford vehicles impacted-those that are still mfg in the US?? My guess, if ford ever actually starts delivery ( in meaningful numbers) the idiots that paid OVER MSRP are going to take the hit. This is not a good investment. Of course in CA, instead of purchasing assets such as stocks/bonds/gold etc. some idiots believe buying broncos and keeping them for let’s say 10 years will result in a huge pay day!!! Again, drug addled…. we shall see.

          Reply
          1. Johnny Bronco

            So, n 10 years, once every major manufacturer has transitioned to their claimed all electric by 2030 will you be able to buy gasoline to fuel the 10 year old wrapped in cellophane Bronco you have sitting in storage – what’s its value then?

            Reply
            1. royl

              Good one! Don’t forget the storage costs (climate controlled), insurance costs, replacement of rotted lines/tires/wipers etc., least we forget, the cost of all that good cellophane wrap! Those that actually believe this is a good investment are usually to stupid to have money to invest, and if they do have any, it will quickly disappear. I know a guy with some magic beans for sale……I’m guessing they are still sitting on a pile of beanie babies….

              Reply
  21. Guy B.

    G. Washburn……EXACTLY!

    Reply
  22. scorpionkimg0102

    To everyone’s dismay, until Ford slaps a big penalty on these dealerships it’s going to continue. It’s not bad enough for Ford having order cancellations on the Broncos because of the hardtop and chip issues. Now the dealerships are making fools of loyal buyers. If an MSRP states a price figure, then that is what the dealer should be forced to sell it for. It’s like if you go into a department store and you pay what is on the tag.
    A solution would be to boycott the Bronco and when Ford sees their declining sales then maybe they will tell the dealers to stop with this insane practice.
    My family has been loyal buyers of Fords since 1948. I’m thinking of purchasing an Outer Banks model, but I’ll be damned if I’m going to let a dealership rake me over the coals.

    Reply
    1. Patrick Ford

      Why would Ford have a problem with dealer markups? MSRP means Manufacturer Suggested Retail Price. Its not a cap. The dealers that don’t mark them up will sell a tons of them. The dealers that do, will suffer a hit to their reputation, if people start complaining about it. I’m guessing the people who are paying the markup aren’t complaining. Nobody is forcing them to buy the vehicle.

      Reply
  23. Patrick Ford

    You’d have to be a real moron to pay a dealer markup on these, or any other vehicle. I honestly don’t have a problem with a dealer separating a fool from their money.

    Reply
  24. royl

    Ford dealers sell almost everything Above MSRP everyday. How do they do it? They “allow” less than the cash value of a trade, been doing it for decades. For example: Your trade is worth 12,000 dollars, you are purchasing a new ford MSRP 35,000. If you received no other discount, but the ford dealer allowed 10,000 for your trade, you just paid $2000 more than MSRP. or in other words the MSRP was $35,000 you paid $37,000. The ford dealers have done this for years, but now, they are taking it to the next level, they don’t even care about MSRP, they just screw the customer. Have you ever noticed, car sales people, most don’t stay with the same dealership for more than a year or so, what ever they are selling is the greatest thing this week, these hucksters learn how to double talk, evade hard questions, and screw the customer better with each dealership they work for. My advice, do your homework, know what you are willing to pay, pay not a penny more, get EVERYTHING promised in writing. Beware, ford typically builds in a rebate, on almost everything they sell, if you buy without the rebate (or discount) you’re paying far tooooooo much. Wait for the discount!

    Reply
    1. Research

      Bad advice to someone looking for a specific car with specific specs. These times will not get better, i kidd you not. 9 times out of 10 you wont find the car you want unless you pay up for it. Simple as that. New cars will be a thing of the past, meaning any new car inbound will be sold, and sold at STICKER, it will only leave you the option to purchase preowned. Discounts will also be a thing of the past, new cars will be only for the ones willing to pay since production is low and demand is high….

      Reply
      1. royl

        Research? Do your research, “”””discounts will also be a thing of the past…”. What? When will this happen? I predict you are wrong- in fact I predict we will continue to see disdcounts/rebates etc. on new vehicles for many years to come. Low production is a temporary condition. For those that actually believe All mfgs will slow production to a crawl, dealers will have very few cars for sale on their lots, and you’ll have to pay a premium in order to even think about a new car–put down your crack pipe. Let’s look at this situation, oh, a year from now-it will be easy to see who is full of BS, and who is not. We shall see.

        Reply
        1. DAVID SIMMONS

          SO IT IS OKAY TO BUY BELOW MSRP DUE TO SUPPLY AND DEMAND, BUT NOT OKAY TO PAY OVER MSRP DUE TO SUPPLY AND DEMAND.
          WHAT A CONCEPT.

          Reply
          1. royl

            David, my guess is you are from commiefornia, I hope for your sake I’m wrong about that; however, it is NOT OKAY FOR FORD TO PROMISE DELIVERY IN THE ORDER THAT THE ORDERS WERE RECEIVED, THEN LIE ABOUT IT. It is Not okay to the rest of the nation. To lie, cheat, and act stupid is a real CA thing, but Ford should have kept its word. I’m disgusted at those trying to defend the lies from ford! Bring up anything else, but don’t address the lies, seems to be the way of the appeasers.

            Reply
      2. royl

        Ford has announced DISCOUNTS on the Mustang and the Ranger, if you spend 1 second, in fact on this very board, you can find the info…..God Bless you.

        Reply
  25. Trent H

    These comments, apparently no one lives in California where any vehicle from any manufacturer of any public interest has a “market adjusted” price. The Ford dealership I used to work for has the 2022 Raptor set at $30k markup (also this dealership was #3 total Raptor sales in the nation for the current Gen model). And for thoes who don’t know the more vehicle sales a dealership has the more allocation of vehicles they get from Ford, this is on a per model basis so the little dealership in a small town will get 1 of a desirable model per order cycle because they have low volume sales. The Toyota dealership down the street has markups on TRD Tacoma and Tundra at $10000-$15000. It’s every dealership in Socal for the past 25 years. If you want a vehicle that enough others want there’s always someone willing to pay more. Now with the chip shortage causing inventory issues even normal models such as Explorer in low end trims are commanding $2500-$5000 over sticker. This will never change in this state even if they eliminate dealerships. Manufacturers will just have a California Tax because they can. Even Pizza Hut does it. Bronco is no surprise. It will hold a massive markup in California until the hype settles in a few years. I can imagine when the Bronco Warthog (or whatever they end up calling the Raptor version). Will be $50,000+ over sticker just like the first year of the current Raptor. So unless you are willing to go out of state you just get screwed.

    Reply
    1. royl

      Apparently no one has done a little (one second) research!!!”””””any vehicle from any manufacturer of any public interest…”. FACT: not one ford is in the top three. The number one selling car in CA, I guess that would make it “of any public interest”, was a Honda!!! It was a Honda Civic!!! Toyota and Honda hold the First and Second place for most cars sold in CA. Of course, I did not go to school in CA, but for me this would indicate the “Public Interest” is favoring Toyota and Honda; however, I guess in CA (and for those “educated” in CA) this would indicate ford’s are getting the bulk of public interest, strange. My guess, year in and year out, of all the f series trucks, less than 2% are raptors, I’d like to stick with the 98% when discussing the open market.

      Reply
  26. royl

    I don’t think anyone is actually surprised at the Commiefornia situation. I guess Amazon is making HUGE money in the state of stupidity. Because CA does something the United States does not have to follow. In fact, many of the Largest ford dealers are all NOT located in CA. $10,000+++ over sticker, why wouldn’t you go out of state? Or, better yet, leave the state, just as so many large mfgs have done, to include Toyota.

    Reply
    1. Johnny Bronco

      Largest dealers might NOT be in California (other than in high population areas) because if you are currently a resident of CA you cannot buy your new car in Arizona or Ohio and bring it home to CA. You are required to purchase only from an in state dealer even if the putbof state vehicle meets CARB.A dealer in Savannah, GA, however can ship their sold vehicles into any of the other 48 land accessed states

      Reply
  27. Capitalistpig

    Buncha crybabies… if you don’t want to pay the market price , don’t buy the car. Nobody is forcing you to buy it. You either want it or your don’t. Otherwise, STFU and let the next guy pay over sticker. This is our beautiful capitalist system and make hay while the sun shines.
    Now, jump in your Biden bumper stickered Prius and find some balls.

    Reply
    1. royl

      How right you are! Same thing should apply to medicine, if you can’t pay FU. The market is the market. I am amazed that some states actually go after those people “gouging” during emergencies! That is the beauty of the capitalist system, you should be allowed to make hay while the sun shines. Of course in commiefornia, the state makes money via sales tax, the more a car sells for the more tax they make. But wait, that seems contrary to the commie way, oh well, I guess they need to redistribute the wealth some how, and they need to pay for all the drugies that are homeless….
      The ability to charge anything the market will tolerate, regardless of the product or service, is they way to go. thanks for setting everyone on the right path.

      Reply
  28. Patricia

    Why are fearless getting new Broncos , while I can’t even get an update about my confirmed order?

    Reply
    1. Johnny Bronco

      Because you ordered an option that Ford forgot to order

      Reply
  29. Ford IDK

    When people cancel Bronco orders, dealerships may lose the allocation for the Bronco if they are under a certain delivery percentage. Some dealers need to have a minimum of a 90% delivery rate before Ford Motor CO kills they’re allocations. Then relocates all the Bronco orders they have. That is why they’re is a mark up, btw people are still going to pay for the mark up, If you play you have to pay……

    Reply
    1. royl

      Relocates? Allocations??? With over 100,000 orders, promised by ford to be delivered-In The Order Received- there should be Zero Relocates and Allocations, until ford’s promise is made good on. “”””If you play you have to pay…” What, do you mean, if ford lies, you should pay? If they tell a bigger lie, should you pay even more???? Remember, in the order received-this is a very difficult concept for the mentally challenged, but even the village idiot understands it.

      Reply
  30. Bill

    Good old American “Greed” at its finest.

    Reply
  31. John Flowers

    A sucker is born every minute. PT Barnum

    Reply
  32. Chef CJ Nobles

    This is absolutely ridiculous. Cancel greedy dealers that practice this behavior.

    Reply
  33. Johnny Bronco

    A small ray of sunshine, I found a dealer listing on Autotrader where th eselling prioce is actually $2300 LESS than MSRP. Sure it is in the 6 month Mannequin Program, which means you have to let it sit on the dealer lot for 6 months while every joe blow off the street drives it until you can take possession – but isn’t that 5% discount worth it? (well, maybe worth more than same vehicle jacked up by $15,000)

    My $1 down order (apparently) grants me price protection. We’ll see.

    Reply
    1. royl

      When ford took $100 to guarantee you a place in line, so you could order, they also made a promise: to fill the orders in the order they were received. If they needed more money before they were actually going to keep their word, they should have asked for it. Maybe they should have had a special deal, “”Put down $5000.00, and we will actually fill your order in, in the order received”. My guess, they would have had plenty of takers. My observation, their word to their customers is worthless, and they don’t seem to care.

      Reply
  34. Johnny Bronco

    If you are okay with every buyer pays the same price, no discount, no markup, then Tesla has a vehicle for you. At one time so did Saturn, but they became just another cog until they were forced to close.

    Meanwhile, back in the last century, Ford toyed with the kiosk in the dealership concept, similar to now how you have to order in McDonald’s and with having only one example of each model on site. Put in your order and 3-4 weeks later your car shows up

    Reply

Leave a comment

Cancel
Sponsored