Ford's Hikes The Price On Two Hot-Selling Models

Pricing / 3 Comments

New Ford F-150 And Bronco Sport have new, slightly higher, price tags.

The completely redesigned 2021 Ford F-150 and all-new Bronco Sport have only just begun arriving in dealerships to the delight of anxious buyers. Demand has already exceeded supply, at least for the F-150. Ford has clearly taken notice. While production output for both vehicles continues at a consistent pace, the suits in Dearborn have decided to raise their price tags. CarsDirect claims a letter was sent to Ford dealerships across the country earlier this week announcing the MSRP increases that will take effect immediately.

The Bronco Sport will see a $160 increase from its original $28,155 starting amount. The F-150, meanwhile, has an even larger increase, only it's not for the base price. The Max Trailer Tow Package will now be $645 more than just last week. It was priced from $1,235 to $1,750 depending on trim.

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When equipped with the XLT trim, the package will now cost $1,995 instead of $1,350. This package is highly attractive to truck buyers because it tacks on a Class IV hitch receiver, a 36-gallon fuel tank, integrated trailer brake controller, and Pro Trailer Backup Assist. Also, it's a must-have option in order for the truck to achieve "best-in-class-towing."

For the time being, no other Ford models will undergo price increases, but the same can't be said for some Lincolns. The luxury brand will implement a $160 price boost for the 2021 Corsair this week while all Aviators trims, save for the base model, will have a $170 hike.

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Dashboard Ford

Like all automakers, Ford is closely monitoring the competition's pricing and has adjusted its figures accordingly. The letter sent to dealers states the increases are "to keep the Ford & Lincoln brands competitive and aggressively positioned." For example, the 2021 Toyota RAV4 LE with AWD begins at $28,625 while its Bronco Sport rival still costs $310 less.

These Ford and Lincoln price hikes are really quite minor and chances are buyers won't care, or perhaps not even notice, particularly for the F-150 because it can surpass $80,000 when fully equipped. A couple of hundred dollars makes zero difference in that case.

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Source Credits: CarsDirect

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