It was only a matter of time before this happened.
After several delays, the first customer examples of the 2021 Ford Bronco have been finally been delivered. Last month, over 800 lucky owners took delivery of their new Bronco. Unfortunately, however, some people will have to wait a lot longer. Due to part shortages and the semiconductor chip crisis, many eager customers will not receive their Bronco until the 2022 model year and Ford has a huge backlog of orders to fulfill.
Predictably, it hasn't taken long for dealerships to take advantage of the astronomical demand for Ford's off-roader. Officially, the Ford Bronco has an MSRP of $28,500 for the Base 2-Door model, but some dealers are selling the off-roader with an outrageous markup.
Perry Ford, a Ford dealership based in San Luis Obispo, California, has a 2021 Ford Bronco First Edition in Cyber Orange. Limited to 7,000 examples, the Bronco First Edition sold out within hours despite getting an extended production run, which makes it even more desirable.
This variant has an MSRP of $59,115, but Perry Ford is charging a whopping $79,115 - $20,000 above the recommended retail price. That's a hefty premium to jump the reservation list queue, but we wouldn't be surprised if someone who doesn't care about the cost is willing to pay extra just so they can brag about being one of the first Bronco owners.
Unfortunately, dealer markups happen all the time whenever demand outstrips supply. The Ford Bronco Sport wasn't immune to markups either - some dealers have been charging $10,000 over the MSRP for the baby Bronco.
With Ford struggling to keep up with demand, expect to see dealers marking up Bronco prices for a long time, so it's important to shop around. Ford recently forced a dealership to remove a markup from a Mustang Mach-E, so let's hope the Blue Oval automaker is monitoring Bronco markups and takes similar action.