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

Pricing / 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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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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