Bronco price increased again!

[indio22]

The annual inflation rate on new vehicles averaged 12.2% from January 2021-January 2022, according to the Bureau of Labor Statistics. Would not be surprising if that number increased in the next release of the data. I think Ford has managed to keep its Bronco increases a little under the industry average over that timeframe, which is surprising and somewhat commendable given the severe shortage of Broncos that has many of us still waiting.

The price protection they've granted many of us has been worth a bundle, too. I don't think they were expecting to be eating this level of inflation.

We have to adjust our way of thinking to the reality of what is happening to our economy. It's way bigger than Ford and way bigger than the auto industry. Anyone 45 years old or younger has no memory of high inflation. It sucks that the Bronco price is getting jacked, but inevitable.

I don't have price protection. And I'm not inclined to pay Ford more, to subsidize customers who do.

Also vehicle cost increases are a function of an event (COVID). And in the case of Bronco, some Ford failings related to key items such as hardtop design/manufacture. Events pass. We are not going to have chip shortage or problem hardtops (hopefully) or some of this other stuff forever.

$2000 price increase is a large jump in price. I suspect as others have mentioned, Ford would like to get in on the action the dealers are seeing, for now.

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[notbuildingrockets]

Nope. Never canceled. It was code 99.

If it was never canceled and then eventually updated and given the correct order code, I would expect that you should be price protected, but you'd have to speak with your dealership. The order never went away in the system, so your original order date should have been preserved.

 

[indio22]

With these continued price increases and them now shutting down orders, everyone with a 2021 in hand's deals look better and better and their resale values just keep increasing. Both will make the existing 2021s retain their value and hold their resale prices high for the foreseeable future.

Maybe if you sell when the iron is hot. But then you won't have a Bronco.

Otherwise 5 years from now, Bronco should be another mass produced 4x4 like Wrangler, and priced accordingly. And my last two used vehicle purchases, I purposely stayed away from the first model year of those vehicles.

 

[JTBros]

Had an order put in on March 16th, 2021 through Granger which is 99'd due to no MOD top. Come November 3rd, 2021 I put in a updated order that is marked as a '22 and subsequently 99'd due to no MOD top. @Zach@Granger would this still be eligible for the price protection with the new order updated or am I stuck paying the new higher prices?

 

[notbuildingrockets]

All I'm saying is that Ford picked that word for a reason. I guarantee it's because one of us stuck waiting will get screwed on the price protection. All because it wasn't guaranteed.

Put it this way. I would rather be guaranteed a warranty than eligible for one?

I mean I get what you're saying, but no company is going to do that. That's just not the world we live in.

I'm not trying to sound like a boot lick here, I think they've botched the launch of the Bronco but a lot of the constraints have been out of their control. I think they're navigating it as best they can. Could they be doing more? Probably, yeah. They should be listening to their customers more and working on day 1 orders first, but at the same time, I don't know what constraints those have either. If it's a day 1 order that can't be fulfilled because some part is still back-ordered - why not move on to a 2022 that you can produce?

All that to say, no company this size is going to open themselves up to the possibly unforeseen financial shitstorm that could be involved in guaranteeing a discount like this. In my experience though, typically, customer orders are always price protected from the date they were ordered. Stock units are not. So you should have nothing to worry about, I would think.

 

[phocion]

Has the price increased $2000 on every Ford vehicle? Is the starting price of an F-150, Mustang or Escape $2000 more today than it was couple days ago? I’m curious to know how much those price points have increased but I highly doubt they have inflated $2000 across the board?

The prices did just go up for a bunch of other Ford vehicles. From a few hundred on the Escape up to $3300 on the Raptor. Also notable is that the 2022 F-150's price went up just a couple months ago, too, so the cumulative price increase has been huge.

I suspect the reason the Bronco went up by thousands is that the increase at the MY22 changeover was smaller than expected -- probably due to coming after only a half-year of production.

 

[Mango&Moose]

I placed a second order on Monday. Wonder how this is gonna shake out. My build sheet reflects prior to the increase.

 

[indio22]

The prices did just go up for a bunch of other Ford vehicles. From a few hundred on the Escape up to $3300 on the Raptor. Also notable is that the 2022 F-150's price went up just a couple months ago, too, so the cumulative price increase has been huge.

I suspect the reason the Bronco went up by thousands is that the increase at the MY22 changeover was smaller than expected -- probably due to coming after only a half-year of production.

If I was Ford, and I thought the demand elasticity was low in relation to price, and I thought it would not come back to bite me later ... I would raise prices. No doubt. Why should the dealers get all the action.

With Ford seeing all these nuts paying 10K to 30K ADMs above MSRP, it's not surprising Ford would want to get in on that action. In my chair as a Ford stock holder, I would not be unhappy seeing my stock go up, on the backs of ADM'rs (instead partly going to Ford as price increase).

But as an open top 4x4 hobbyist, I don't like having Bronco's go disproportionally to big spenders. I don't care for that scene. The rich guy down the road from me has two Broncos. I'll never off-road or turn a wrench with that guy, because he doesn't do that stuff. He bought the second Bronco for his wife to run errands, lol.

In the end, I think people buying due to the Bronco image, have nowhere else to go. They must have Bronco. The other people like me, who mainly want to get to the top of a trail, have other options. If not on the top of some mountain trail enjoying the view in a Bronco, I'll be doing same in a Jeep or some other 4x4 no problem.

I think we are still in the hard core image buyer phase. Dragged out due to COVID etc. It will be interesting to watch how long that lasts in terms of demand and prices, as Ford burns through those folks.

 

[JBlanco]

If I was Ford, and I thought the demand elasticity was low in relation to price, and I thought it would not come back to bite me later ... I would raise prices. No doubt. Why should the dealers get all the action.

With Ford seeing all these nuts paying 10K to 30K ADMs above MSRP, it's not surprising Ford would want to get in on that action. In my chair as a Ford stock holder, I would not be unhappy seeing my stock go up, on the backs of ADM'rs (instead partly going to Ford as price increase).

But as an open top 4x4 hobbyist, I don't like having Bronco's go disproportionally to big spenders. I don't care for that scene. The rich guy down the road from me has two Broncos. I'll never off-road or turn a wrench with that guy, because he doesn't do that stuff. He bought the second Bronco for his wife to run errands, lol.

In the end, I think people buying due to the Bronco image, have nowhere else to go. They must have Bronco. The other people like me, who mainly want to get to the top of a trail, have other options. If not on the top of some mountain trail enjoying the view in a Bronco, I'll be doing same in a Jeep or some other 4x4 no problem.

I think we are still in the hard core image buyer phase. Dragged out due to COVID etc. It will be interesting to watch how long that lasts in terms of demand and prices, as Ford burns through those folks.

As I said earlier, I 100% agree with you. Sadly, Ford only cares about the big spenders that are driving the prices up (and they should, they are a business, not blaming them).

When/if the bubble breaks, when inevitably a cooler vehicle comes to market (Jeep must be running the design department 24/7 for the next gen Wrangler), or gas prices hit $4.50 to $5 and the image of the Bronco changes from being a cool off-roader to an undesirable gas guzzler/planet destroyer, image buyers will drop it like week old fish.

 

[Bronco wannabe]

Dealerships will end because of Vroom/ Carvana for this very reason. Not sure why people dont have the ability to just buy direct AKA B2C! Get rid of the middle man and alot of people's issues will go away....

Doubtful because of franchise laws. That said, normal competition in the market keeps pricing competitive. If the OEM's cut that out, I don't think anyone is going to be better off in the long run from a pricing standpoint. Not like market pricing currently happening is the norm. It's definitely not and won't continue forever.

 

[Zach@Granger]

Had an order put in on March 16th, 2021 through Granger which is 99'd due to no MOD top. Come November 3rd, 2021 I put in a updated order that is marked as a '22 and subsequently 99'd due to no MOD top. @Zach@Granger would this still be eligible for the price protection with the new order updated or am I stuck paying the new higher prices?

To my understanding Ford is still honoring the price protection through 2023 regardless of price increases. That is a Ford corporate decision.

 

[Stompr]

Ford kicks my order to 2024 and are going to raise prices every 6 month? Fuck em, I’m done

 

[Heath Aggen]

My dealer called me this morning, said he got an email regarding orders and price increases. He said that the price on the original order for my Bronco is what I'm paying, with or without Ford. I pay for what I ordered at the time ordered it, period. Good ol small town dealer customer service. I am in his allocations window and barring a complete industry collapse, he feels good that I will get my 22 in 22. I hope others dealers feel the same way and treat their customers accordingly.

 

[Bt_ostate]

Maybe if you sell when the iron is hot. But then you won't have a Bronco.

Otherwise 5 years from now, Bronco should be another mass produced 4x4 like Wrangler, and priced accordingly. And my last two used vehicle purchases, I purposely stayed away from the first model year of those vehicles.

I'm not interested in selling at all. Several threads have tried to say how Bronco prices were going to start tanking and that these msrp and over prices were unfounded and unsustainable. I was just pointing out that the values and prices are likely to stay high for a while and that it was likely only going to get more expensive to purchase a Bronco, not the other way around, at least for a while.

One such thread tried to establish dealers were gaming the system and trying to keep values high at the auctions. But with ltd supply, continued production halts/delays, and continued price increases on new orders, I don't see used 2021s coming down much, if at all for a while now.

 

[Bt_ostate]

My dealer called me this morning, said he got an email regarding orders and price increases. He said that the price on the original order for my Bronco is what I'm paying, with or without Ford. I pay for what I ordered at the time ordered it, period. Good ol small town dealer customer service. I am in his allocations window and barring a complete industry collapse, he feels good that I will get my 22 in 22. I hope others dealers feel the same way and treat their customers accordingly.

Most dealers aren't going to eat the lost profit, as some of the increases are fairly substantial. If anybody should be doing this it should be Ford not a dealer. Ford still makes the same amount selling it to the dealer, it's your dealer who would be losing his profitability on these by taking the hit.

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