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It is no secret that the Ford Bronco is one of the most popular new cars to hit the market this year. Because of that, some owners and dealers have attempted to make some extra cash on the vehicle. Now that the 2021 Bronco is getting delivered to reservation holders, some have noticed a $5,000 or $10,000 markup.

Additional Dealer Markup (ADM) on the 2021 Ford Bronco

Ford Bronco
Would you pay $10,000 more for a Ford Bronco? | Ford

While the new 2021 Ford Bronco is rolling in, some people are unhappy with the adventure. Ford has experienced many delays throughout the launch of the Bronco. These delays left some people waiting for more than a year. But now, it appears some dealers are trying to take advantage of the situation further. Buyers who took delivery of the new Bronco last week reported an extra fee added onto the tab, Road and Track said.

One dealership, Zeigler Ford in Plainwell, Michigan, told a buyer it would no longer honor the MSRP from the original July 2020 reservation. The Additional Dealer Markup (ADM) is a fee that dealerships can charge buyers on a whim. One dealership added $5,000 to the original MSRP. Another added $10,000.

After waiting more than a year and experiencing all sorts of delays, people are understandably upset that the price is changing at the last minute.

Ford Bronco dealership markups are a headache

Ford told dealerships not to mark up the 2021 Ford Bronco First Edition when it first came out. Unfortunately, Ford didn’t enforce this. The dealerships ultimately set the final prices for the new Bronco as it hits the streets. This seems to be a common theme with Ford vehicles. However, buyers aren’t immune to this behavior from other buyers either. One 2021 Bronco First Edition went up on eBay for $150,000 almost immediately.

But since the Bronco SUV has come out, there have been frequent reports of significant markups. A couple that runs the Pipsburgh Views YouTube Channel has experienced a similar situation. The pair ordered a Ford Bronco 4-Door Outer Banks a year ago and just finally had the opportunity to take delivery of the SUV.

The Bronco MSRP was $52,810 upon time of order. Last week when the SUV was scheduled to arrive six days later, the price jumped $10,000. That left the new Bronco price at $62,000. The buyers tried to agree to a $5,000 markup, but the dealer wasn’t keen on that. Eventually, both parties relented and settled on the $4,000 markup.

Don’t fall for this old trick, no matter what kind of vehicle it is

MotorTrend reported that some dealers added $30,000 to the MSRP due to the popularity. In this instance, Henderson Ford in New York added $30,000 to a 2021 Bronco Wildtrak. The original MSRP started at $53,755 and settled on $83,755 after the markup. Another 2021 Wildtrak at Seth Wadley Ford in Oklahoma showed a $20,000 markup.

Is there any way to get around these substantial price increases? Just don’t pay it. There is likely a dealership that is honoring the actual MSRP. If you are dying to get your hands on a 2021 Ford Bronco and can’t find one at a reasonable price, wait just a bit longer. Once the hype dies down, the prices will also come down.

Mike Levine, Ford spokesperson, said the dealerships ultimately he control over the final price. However, Ford might be able to help. “If a customer isn’t happy with their dealer experience, our team can help them find a different dealer that’s a better match.” Don’t be afraid to shop around a bit for a better price on a 2021 Ford Bronco.


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