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.
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.
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.