The arrival of the Ford Bronco Sport to the U.S. market stirred up quite a bit of hype amongst SUV fans. Unlike its more capable sibling, the Bronco Sport aims to offer excellent off-road performance in a daily-driver friendly package.
As a result, the demand for these SUVs far outpaces the available supply. In response, Motor1 reports via CarsDirect that greedy dealerships are asking as much as $10,000 over the vehicle’s MSRP. If you’re considering pulling the trigger on one, here is why you absolutely shouldn’t.
Why do dealers want an extra $10,000 for the Ford Bronco Sport?
It is easy to get excited for the Ford Bronco Sport, and for the time being, finding an example in your desired specification will be tough. However, before you fork over extra cash to pay dealer markups, it is worth noting that this phenomenon is only happening due to low supply. The Bronco Sport is not a limited special edition model. As a result, plenty of these mass-market SUVs will flood dealerships throughout 2021, at which point, you’ll see prices quickly dip to MSRP, or even below.
However, for the time being, there aren’t many Ford Bronco Sport models to go around. As a result, CarsDirect reports that Marin County Ford, a dealership in California, asks $10,000 over MSRP for the SUV. Keep in mind that this takes the SUVs, affordable $26,820 base price into the range of some luxury SUVs. It is also worth noting the financial burden you’ll have to face when you lose the regular depreciation rate plus another $10,000 on top in just a few months.
Does this markup affect the top-trim models?
If you’re thinking you can avoid these massive markups by selecting a specific trim level, you’d be wrong. Motor1 did a little digging into the dealership selling the priced-up Ford Bronco Sport models and found some incredibly greedy tactics. This is because the $10,000 increase is applied across the range.
According to Motor1, the dealership has a First Edition for $49,995 instead of the correct $39,995 price. The same goes for the Big Bend, priced at $39,655 instead of $29,655, and the Badlands at $46,250 instead of $36,250. In contrast, a full-size Bronco starts at $28,500. While these larger models will likely also have significant markups, it makes little to no sense to pay a huge amount of money for a model that isn’t even the flagship.
There are other sneaky tactics at play here
If you thought the shady Ford Bronco Sport pricing ended there, you’d be wrong again. This is because dealers are employing other tactics to get you in through the door. According to CarsDirect, some SUVs are currently listed for sale for less than MSRP. The tactic here is that these models are supposedly selling for MSRP despite some rebates already available for the model, says Motor1.
To not scare any potential buyers away with a massive $10,000 markup, some dealerships aren’t listing prices at all. As a result, if you want to inquire about a Ford Bronco Sport, you’ll likely have to go in person. Regardless, the best thing you can do as a consumer is holding off for a few months, and you just might save yourself more than $10,000.