Bronco Weekly #23

Ford Delivered 801 Broncos in July

We're ecstatic that Ford finally got Bronco production off the ground in June. Unfortunately, as yet the numbers are far from ideal. Currently, there are almost 200,000 reservations/orders to fill, and assembly lines are still not entirely up to speed.

Recurring supply issues -- including a nagging chip shortage -- as well as Ford putting in extra effort to make sure its Broncos leave the assembly line with optimum fit and finish are certainly key factors in this delay. 

Even so, in June there were 801 happy customers who finally got their hands on their eagerly awaited, brand new Broncos. We believe that number will be much higher in July and that monthly production will eventually surpass 10,000 units later in the year. 

Bronco Dealer Markups Are Insane!

We all knew that there would be a lot of dealers wanting to cash in on the Bronco craze, but nobody could have possibly predicted that asking prices would go as high as $100,000!

Apparently, there are quite a few dealers all over America who are charging between $90 – 100,000 for a 2021 Bronco. Knowing as we do that the original price of the 1966 model was just over $2300, it's impressive to see how valuable this model has come. The MSRP prices for the 2021 model start at around $29k and go to about $60k, so it's unbelievable that dealers are charging that much.

What's even more insane is the fact that some Broncos have actually sold at that price.

Ford Is Considering Exporting the Bronco Sport To Europe and Asia

Ford’s C2 platform is used in almost all of the compact SUVs this company makes, so vehicles using this foundation can be seen pretty much throughout the world.

While the Bronco brand isn’t as popular in export markets as it is in America, there is still a substantial number of buyers generally knowledgeable about the Bronco's heritage and legend. That's why Ford is considering exporting the Bronco Sport to Europe and Asia. A key benefit for the model in these markets is the fact that the Bronco Sport is already outfitted with compliant 1.5 and 2.0-liter engines, but a diesel option is no doubt a possibility for Europe.

We're confident that the Bronco Sport would succeed wherever it appears, due to its unique combination of off-road capability and everyday comfort -- definitely unique features in its price segment.