Photo: Peoria Ford
Not to be confused with the mid-size Bronco with a ladder-frame chassis, the Bronco Sport is a quirky SUV the size of the Escape on which it’s based. At $26,660 excluding freight, it’s pretty good value too.
Riding on a wave of hype, Peoria Ford in Arizona believes that it’s OK to charge more than $100,000 over the sticker price for an example of the Bronco Sport. More to the point, the dealer is asking $154,260 for a four-cylinder Badlands, while a three-cylinder model will set you back $112,620.
Pardon my French, but what are these guys thinking? Who is going to spend that kind of moolah on the off-road sibling of the Escape without batting an eyelid? Or better said, what would people think about you if you were to buy a unibody crossover at the price point of a marked-up Corvette Stingray?
While browsing through Peoria Ford’s inventory, I’m also shocked to report that a Shelby GT500 is listed at $326,340, and a similar model is going for $320,260 at the time of writing. Even more curiously, the dealership lists a 2020 model year F-350 chassis truck at $217,920 or $163k over MSRP.
The question is, can we think about these markups as a marketing stunt? On the one hand, Phineas T. Barnum famously said that there’s no such thing as bad publicity. But on the other hand, all vehicles mentioned in this story feature an addendum next to the manufacturer’s suggested retail price.
While I can understand the Shelby GT500 selling over sticker, I still can’t get my head around the asking price of the Bronco Sport. From my point of view, a ridiculous markup isn’t the best strategy to attract new customers.
Going forward, I’m pretty sure that Ford dealerships will mark up the mid-size Bronco like there’s no tomorrow. The Blue Oval has more than 190,000 reservations at the time of writing, and some of these reservation holders will have to wait until Q2 or Q3 of 2022 for their Broncos to be delivered.
Pardon my French, but what are these guys thinking? Who is going to spend that kind of moolah on the off-road sibling of the Escape without batting an eyelid? Or better said, what would people think about you if you were to buy a unibody crossover at the price point of a marked-up Corvette Stingray?
While browsing through Peoria Ford’s inventory, I’m also shocked to report that a Shelby GT500 is listed at $326,340, and a similar model is going for $320,260 at the time of writing. Even more curiously, the dealership lists a 2020 model year F-350 chassis truck at $217,920 or $163k over MSRP.
The question is, can we think about these markups as a marketing stunt? On the one hand, Phineas T. Barnum famously said that there’s no such thing as bad publicity. But on the other hand, all vehicles mentioned in this story feature an addendum next to the manufacturer’s suggested retail price.
While I can understand the Shelby GT500 selling over sticker, I still can’t get my head around the asking price of the Bronco Sport. From my point of view, a ridiculous markup isn’t the best strategy to attract new customers.
Going forward, I’m pretty sure that Ford dealerships will mark up the mid-size Bronco like there’s no tomorrow. The Blue Oval has more than 190,000 reservations at the time of writing, and some of these reservation holders will have to wait until Q2 or Q3 of 2022 for their Broncos to be delivered.
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