Ford Bronco Markups: Here’s How To Avoid Them

It happens every time. When there’s a hot new vehicle like the Mustang Mach-E or 2020 C8 Corvette, once dealers get their grubby hands on one they jack up the price. Usually, it’s attributed to “Adjusted Market Value.” That’s code for, “If you suckers want it you’ll pay dearly.” And mostly these greedy dealers are right. There are enough one-percenters floating around that don’t care what it costs. You know Ford dealers add Bronco markups. Here’s how to avoid them.

For its part Ford has advised dealers not to add additional dealer markups. Now, the dealers can do what they wish, but most will heed the Ford mothership and sell Broncos for list price. At least until demand softens. But not all. There are also currently dealers that will sell below the list price and there’s even one in Iowa selling Broncos for $1000 off of the invoice. That means $1000 below the dealer’s price from Ford. 

The way to mostly avoid dealer markups is to reserve your Bronco

A orange two door 2021 Ford Bronco follows a rutted trail.
2021 Ford Bronco two-door | Ford

But the way to mostly avoid ADMs is to reserve your Bronco first. For only $100 down you can reserve your Bronco from a local dealer. Soon you’ll confer with a Ford rep to hammer out your order, a delivery date will be set. You can start rifling through Bronco forums and aftermarket sites in anticipation of taking delivery.

Some forums like Bronco6G have been hot on the ADM issue. They are even posting updated lists of Ford dealers that have pledged not to do any underhanded markups. By perusing the lists you can find a dealer you are comfortable with knowing it won’t jack up the price down the line. You can even see if a dealer will sell you a Bronco with a Ford AXZ discount. These are various price breaks for employees and preferred business partners.  

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There is one Bronco you can’t buy

Ford bronco sideview
2021 Ford Bronco 4-door | Ford Media

While there may be additional discounts or at least dealers honoring Bronco list prices, there is one Bronco you can’t buy. That’s the Bronco First Edition. Originally, only 3,500 were slated to be built. They sold out within hours of reservations opening up. Yesterday Ford added another 3,500 more First Editions to its production schedule but they too have sold out within hours of being available. 

That shows you the hit Ford has on its hands. Possibly not since the 1964 ½ Mustang has there been so much buzz. We also know that the Bronco is the most cross-shopped brand for Jeep based on a Ford presentation as first reported by Muscle Cars and Trucks. We all know Ford wanted to cut into Jeep’s goldmine and now it looks like that might already be happening. And the Bronco isn’t out yet. 

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So Ford is on a roll with the Bronco and it looks to be a bumpy-fun ride. Just know that you don’t have to pay more than sticker to satisfy your Bronco itch.