Some people are selling them to make a profit. Some people just want a Bronco right now, regardless of the price.
The new Ford Bronco is extremely popular for those just returning from a round trip space flight. The rest of us – okay, all of us – already know that, and we also know that selling prices can reach well above the manufacturer-suggested figure printed on window stickers. We didn’t realize that many buyers just walk in with cash and leave with a Bronco. No financing, no trade-in, no problem.
According to a recent article in the Detroit Free Press, which includes interviews with many Ford dealers, it seems that there is a strong demand for the reborn Bronco. The general consensus is the same regardless of where you live. The majority of buyers who come into showrooms have enough money to write a check for the vehicle they desire, even though they already own several vehicles. According to one dealership, most Bronco sales were done that way. Another said that most transactions were made with a check or a trade-in Jeep.
However, it is important to remember that the article focuses more on cash sales than any other. According to one dealership, up to 80 percent of Broncos sold didn’t include trade-ins. It seems that there is a certain amount of numbness to sticker-shock, and this is not limited to dealerships. The Detroit Free Press was told by one location that it sold a Bronco First edition for $104,000 in three days. However, another Texas dealership said they knew of people who bought Broncos at MSRP to flip them for quick profits. Since the first Broncos were introduced to dealerships, we’ve witnessed that happen on eBay.
Ford itself says that demand is strong. The automaker revealed that 70 percent of new Bronco owners also had never heard of Ford in August. Official pricing has risen slightly for most Bronco trims for 2022, with a modest $800 increase in the base two-door model. The Bronco now starts at $30,000. However, with so many buyers willing to pay cash and not blink at markups it means that the Bronco no longer starts below $30,000.