Dealers have started to try and cash in on the Bronco's popularity.
It was perhaps inevitable that dealers would capitalize on the huge demand for the Ford Bronco and Bronco Sport. After the Bronco Sport entered production back in November, customer deliveries have now begun. While Ford is already offering a $500 cash discount for all Bronco Sport trims after increasing the starting price of the SUV, CarsDirect has discovered some dealers are marking up their prices well above the MSRP to take advantage.
One dealer in Novato, California, for example, is advertising three Bronco Sport SUVs with ridiculous $10,000 markups. Slotting above the base model, the Big Bend trim carries an MSRP of $28,320 before you start adding options, but the dealer has two of these trims listed for sale for $39,650 and $40,045.
The same dealer is also selling a range-topping Badlands trim loaded with options at $46,250 when it has an MSRP of $36,250. Again, this is a markup of $10,000, even with the $500 rebate applied.
Another dealer is selling a First Edition trim at $44,655 with no MSRP listed. Ford lists the Bronco Sport First Edition with an MSRP of $39,655, so the dealer is advertising it $5,000 above MSRP.
In another dubious tactic, other dealers are selling Bronco Sports "under MSRP" when they are simply selling the SUV at the sticker price with no additional dealer discount. Adding to the confusion, some dealers aren't even listing the MSRP price.
While not every dealer is selling the Bronco Sport with high markups if you shop around, the popularity of the SUV could change this. Some examples with specific options such as the power moonroof, the Class II Trailer Tow Package, and the two-tone paint scheme with a gray roof recently suffered a delay, which will only increase demand.
Deliveries of the full-size Bronco are scheduled to start in the summer. Considering the First Edition sold out just a few hours after the reveal, we won't be surprised if dealers apply similar markups when it goes on sale.