A Loaded 2021 Ford Bronco Should Be More Expensive

It’s hard to overstate just how big a deal the 2021 Ford Bronco is. Chevrolet recently brought back the Blazer nameplate as a somewhat-sporty crossover, but it’s far from the legendary off-roader fans were hoping for. The Bronco, meanwhile, is arguably the only actual competitor for the Jeep Wrangler. Oh, and it looks ridiculously cool. So as you can imagine, the demand for the Bronco, especially now that off-road trucks and SUVs are so popular, has been through the roof.

It definitely helps that the Bronco was clearly designed with off-road enthusiasts in mind. Ford may have been able to sell more units if it had designed a Jeep Grand Cherokee competitor, but it instead went all-in on the enthusiast segment. If you want a hardcore off-roader, the Bronco is one of only a few options you have from the factory. That said, we’d also argue that Ford should offer more expensive versions of the Bronco.

How much does the 2021 Ford Bronco cost?

Compared to other new SUVs, the base version of the 2021 Ford Bronco isn’t that expensive. It starts at $28,500 before destination for the two-door model, and a base four-door Bronco only costs $33,200. For comparison, the Jeep Wrangler starts at $28,295 before destination, and the four-door is a slightly more competitive $31,795.

From there, Ford gives Bronco buyers the option to add more off-road features and luxury options. Several trim levels skew more toward off-road capability, while others focus on refinement. Still, other trim levels combine the two. Add all the possible options to the Bronco First Edition, though, and you’ll end up in the mid-sixties before you know it.

Isn’t the Bronco expensive enough?

The specific numbers have fluctuated over the last decade or so, but typically, the median household income in the U.S. ends up being around $55,000. So if the typical American household wanted to buy a fully loaded Bronco, it would have to spend more than a year’s salary to get one. Obviously, there are financing options that make that kind of purchase easier than just plopping down a massive wad of cash all at once, but it’s still not something the typical American can afford.

Generally speaking, you should make at least three times more than the cost of a new car to justify buying it. Various financial gurus may disagree or just focus on the monthly payment, but as was originally mentioned, the 3x rule is a decent baseline. So you should be making well into the six-figure range if you want to reasonably afford a $65,000 Bronco (and that’s ignoring inevitable dealer markups).

Wait, the Bronco should cost more money?

Yes, the Bronco should be more expensive. Well, not the base version. That’s well-priced for what it offers. And we’re not even saying a fully loaded Bronco is a bad deal. The issue is that the new Bronco is coo. Ridiculously cool, even. So while we don’t think Ford should make the Bronco more exclusive, it would make sense to add even more features, increase the interior’s luxuriousness, and charge a premium.

It’s not like Ford’s not familiar with this kind of thing, either. It added the Limited trim to certain vehicles because there was so much demand for fully-loaded Fords, it only made sense. We’re just talking regular Fords, too, such as the Explorer and F-150. The Bronco is so hot right now, we can only assume it will attract some seriously wealthy customers who could afford G-Wagens and Range Rovers. That’s just what happens when a company builds something cool.

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We’re not saying it makes sense on paper. But a top-of-the-line Ford F-150 costs more than a loaded First Edition Bronco. And that’s before options. Load up an Explorer Platinum, and Ford’s family hauler is basically the same price as a loaded Bronco. If you were cool, rich, and fun, wouldn’t you rather have a Bronco that cost more than even the fanciest version of a minivan replacement?

We’ll readily admit we don’t know where the top-end should be. Maybe Ford could sell $100,000 Broncos, but it’s also entirely possible that the market tops out around $85,000. What we can’t understand is how the market for a loaded Ford Bronco could possibly stall below $65,000. Maybe it’s an attempt to avoid articles about how overpriced a loaded Bronco is, but we can’t help feeling like Ford’s leaving money on the table by capping the Bronco’s price so low.