The sixth-generation Ford Bronco has been a hot commodity since its launch over a year ago, with dealer inventory turning in record time and owners routinely flipping them for big profits via online auctions, making it one of the fastest-selling used vehicles on the market, too. The Bronco has also been one of the most commonly marked up new vehicles on dealer lots over the last year or so along with the Ford Maverick, and that hasn’t changed even as production has ramped up somewhat, according to the latest data from iSeeCars.
“The Ford Bronco has been in high demand since its debut last year, and this demand has exceeded supply as inventory shortages have led to long waitlists for the vehicle,” said iSeeCars Executive Analyst Karl Brauer. “Ford has already closed the order books for the Bronco for the remainder of 2022, and market adjustments have become commonplace for dealer inventory.”
The Bronco is currently sitting in eighth place in terms of new vehicles, as it’s selling for 20.6 percent or $7,783 over MSRP, on average. This data comes from an analysis of 1.2 million new car listings, which found that the average new vehicle is priced at 9.9 percent above MSRP. Given the fact that the chip shortage and other supply chain constraints don’t seem likely to end any time soon, this phenomenon figures to continue in the months ahead, too.
“Dealers have responded to market conditions by pricing cars above MSRP to make a higher profit on specific models and to help offset lower sales volumes due to restricted new car production,” Brauer said. “In today’s market, consumers are willing to pay well-above sticker price for the most in-demand vehicles because it’s the only way they can get the vehicle of their choice and avoid a lengthy wait.”