Ford Authority

2024 Ford Bronco Gets New Incentive Aimed At Jeep Owners

From the day it launched, the sixth-generation Ford Bronco has been aimed directly at one vehicle, specifically – the Jeep Wrangler – which has long been a rival for the Blue Oval SUV, regardless. The Bronco has thus far done a good job of eating into Wrangler sales as well, representing its biggest conquest to date. Given its popularity, it’s not really a surprise that the Ford Bronco isn’t available with any sort of discounts – though it did just become eligible for X-Plan pricing for the first time – though many buyers are still paying over MSRP for their rugged SUVs. Now, in an effort to keep converting Wrangler customers into Ford Bronco owners, The Blue Oval is introducing a new incentive aimed at directly at those that currently have a Jeep in their garage, according to CarsDirect.

Ford Bronco Wildtrak Argentina - Exterior 002 - Front Three Quarters

According to a recent dealer bulletin, this discount – officially called “Jeep Competitive Conquest Bonus Cash” – offers current Jeep owners up to $1,000 off the price of a new Ford Bronco or Ford Bronco Sport. However, this offer is limited to select geographical areas including Atlanta and Dallas, where customers can get $500 off, as well as Chicago, New York, and Phoenix, which is offering a $1,000 discount.

There are other caveats, as one might imagine, such as the fact that the Jeep owned by a customer must be from the 1995 model year or newer, and it doesn’t apply to every version of the Bronco – the high-performance Bronco Raptor is excluded, as is usually the case. However, qualifying Jeep owners don’t have to end their current lease or trade in their vehicle to take advantage of the incentive.

Ford Bronco Wildtrak Argentina - Exterior 001 - Front Three Quarters

As Ford Authority recently reported, 2024 Ford Bronco prices have increased for most trims as well, which makes any kind of incentive that much more attractive. That includes the Black Diamond, Badlands, Wildtrak, Everglades, Heritage Edition, and Bronco Raptor, all of which are now $200 more expensive than before. It is worth noting that the entry-level Big Bend and Heritage Limited Edition did not receive any sort of change to their respective MSRPs as part of this latest round of increases, however.

We’ll have more incentives to share soon, so be sure and subscribe to Ford Authority for more Ford Bronco news and continuous Ford news coverage.

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.

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  1. Ford500guy

    Yeah, that $1000 discount is nothing but a drop in the bucket when all Broncos are $5000-10,000 dealer Mark ups along with all the stupid fee’ that get tacked on is plain ridiculous. Even used ones are $50,000+ on dealer lots. Would love to own one, but refuse to over pay for any thing.

  2. Jason

    Wow a whole thousand off!! That’s such an amazing incentive!! Gtfo

  3. James

    Still an overpriced price of junk just like the Fiat wranglers.

  4. Jg

    Ford if you really want to compete throw a solid front axle in the sport and drop the price to under $30,000

  5. James Baburek

    Ford cant compete with Gm, the Equinox is a lot less expensive than the Escape!

  6. Bryan wickizer

    The bronco is no jeep it never will be
    There is no comparison bronco is junk.

  7. Lance

    Ford has to a lot more to get me out of my
    2013 Jeep Wrangler Sahara 2dr, 128,000 miles!!


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