I’m not saying the Bronco Raptor—now back down to an $80,000 price tag—is a cheap vehicle. But as elite off-roaders go, it’s a bargain. And it may be just the affordable flagship Ford needs to take on Jeep.

The Bronco Raptor is sort of the Swiss Army knife of extreme off-roaders. It can rock crawl alongside a built Jeep Wrangler. It can race across dunes next to a Ram TRX. And it offers the same covered passenger and cargo space that overlanders love the 4Runner for.

When Ford launched its 2022 Bronco Raptor, it listed the SUV at $70,095. And the 4WD was a downright bargain at that price. It’s got skid plates. It’s got lockers. It’s got gnarly approach and departure angles. What’s more, it’s got a factory lift and the 37-inch tires that were only recently offered on the F-150 Raptor. And while its 3.0-liter EcoBoost V6 isn’t the world’s most exciting power plant, its 418 horsepower will get the job done.

How Ford almost priced the Bronco Raptor to extinction

At the beginning of the 2023 model year, Ford jacked the Bronco Raptor’s MSRP up to $82,475. For 2024, it climbed again—to $90,035.

This began to present a problem. If you walk into a Ford dealership with six figures in your pocket, there’s already a factory off-roader for you: the F-150 Raptor R. Its supercharged V8 and standard 37s make it a true factory-built supertruck. The Bronco Raptor was slowly pricing itself out of existence.

By fall 2024, dealers had enough Bronco Raptors taking up lot space that they began to offer discounts. One dealership made headlines when it offered a brand-new Bronco Raptor at a $17,000 discount.

Halfway through 2025, Ford Motor Company is finally catching on. It just dropped the SUV’s MSRP by $10,040. What was a $90,035 SUV is now down to $79,995—if you factor in Ford’s other current discounts. And this might be the best decision Ford’s Bronco division could make.

The inexpensive halo SUV Ford needs

Ford makes both the full-frame Bronco (available in two doors, four doors, and as the Raptor), and the crossover Bronco Sport. I’ve written that I was impressed driving the Bronco Sport off-road. But one reason it impressed me is that it’s a crossover which technically competes with the Subaru Forester. Of course, the Bronco division wants to sell more Bronco Sports. But it might do that by putting more Bronco Raptors in the hands of enthusiasts.

Think about it: if you’re off-roading with friends and watch the top-trim Bronco going toe-to-toe with built Jeeps and Toyota trucks, the brand gets a lot cooler in your eyes. If more used Bronco Raptors are on the market, they’re an increasingly appealing choice for the DIY enthusiasts who make off-roaders famous. Enough Bronco Raptors in the wild could turn a whole new generation of 4WD fans into Bronco die-hards.

Other brands have made inexpensive halo cars work. Look at the Mazda Miata. And of course, the Jeep Wrangler, which is priced below top-tier models such as the Wagoneer. Making the Bronco Raptor more accessible is a good move by Ford.