Why Are Ford Broncos So Expensive? 10 REASONS WHY

Ford Broncos are expensive because they are marketed as premium lifestyle vehicles with high-end off-road capabilities and extensive customization options. The retro styling, powerful engines, latest tech and safety features, robust truck-based construction, strong resale value potential, and decades of successful Bronco branding allow Ford to price them higher than the average SUV.

he Ford Bronco is back after a 25 year hiatus, and it’s causing quite the sticker shock. When the new 2021 models rolled onto dealership lots last year, they turned heads with prices ranging from $30,000 all the way up to over $70,000! Why are these retro SUVs so dang expensive? Well saddle up partners, we’re going to explore the top 10 reasons behind the Bronco’s hefty price tag.

Kicking things off, the Bronco is playing in a premium sandbox. Ford decided to market this rig as a lifestyle vehicle alongside the Land Rover Defender. So from the get-go, it was engineered and priced to play with the big boys. For consumers, this means paying for ultra-durable components, powerful performance, and yes, that iconic style.

Top 10 Reasons Why Are Ford Broncos So Expensive

1. Standard Four-Wheel Drive and Terrain Systems Cost Money

Unlike many lower-priced SUVs, every new Bronco comes standard with four-wheel drive capabilities and specialty off-road technology like Trail Control (off-road cruise control), GOAT modes (Goes Over Any Type of Terrain) for custom driving, independent front and rear suspension, high clearance, protection skid plates, etc.

These components optimize adventures but add to the bottom line.

2. Retro Styling Doesn’t Come Cheap

Part of the Bronco’s appeal lies in stylistic throwbacks like the boxy profile, round headlights, removable doors/roof, and optional graphics that recall the first generation.

Engineering all these retro design touches while meeting modern safety and performance expectations means significant manufacturing costs that dealers pass onto buyers through premium pricing.

3. Customization Drives Up the Price Tag Fast

No two Broncos have to look the same thanks to a wild array of factory approved modifications. With four removable roof sections and doors, ten unique wheel designs, various outdoor adventure gear add-ons, and seemingly endless color and trim packages, the configurations get complex fast.

And complexity means added production expenses that translate into bigger price tags.

4. Power and Off-Road Upgrades Don’t Come Cheap

Under the hood lives a turbocharged 2.3L or 2.7L EcoBoost engine with up to 330 horsepower and 415 ft-lbs torque.

These motors optimized for rugged terrain pack a punch, but upgrading engine components to handle extreme output, plus specially designing a sophisticated four-wheel drive system tough enough for off-road abuse spikes manufacturing costs.

5. It’s Got the Latest Tech and Safety Features

Today’s vehicles are chock full of advanced technology features, and the Bronco doesn’t cut corners. From the available 12-inch LCD dashboard to the Ford Co-Pilot 360 suite of safety aids, there are plenty of complex electronics onboard.

State-of-the-art tech impresses drivers but requires serious engineering dollars to incorporate dependably into these adventure mobiles.

6. Strong Sales Mean No Incentives

When supply is lower than demand it kills the bargaining power of buyers. Broncos continue to sell like hot cakes with lengthy waitlists common. So Ford has no reason to offer cash rebates or cut buyers a deal when people eagerly pay full price.

Lacking sales incentives is an anomaly for domestics and contributes to Bronco’s higher prices.

7. Truck Platforms and BOF Design Cost More

Using a truck-based body-on-frame architecture rather than a car-like unibody platform adds expense from the get-go. Plus this construction is essential for the Bronco’s superior durability and performance credentials.

Additionally, truck platforms Plus this construction is essential for Bronco’s superior durability and performance credentials. Essentially, the Bronco’s a truck in an SUV costume – and trucks always command bigger dollars.

8. Strong Resale Value Means High MSRPs

Analysts predict the hot selling Bronco will retain exceptional resale value better than most rivals. Strong residual value means buyers can recoup more money down the ownership lifecycle.

To maximize this resale profit potential for first owners while still giving them attractive trade-in or sell prices later, automakers inflate new car starting prices higher from day one.

9. It’s Built By Union Labor

The Michigan factory that assembles new Broncos also produces the Raptor version of Ford’s F-150 pickup. Like all domestic Big 3 plants, hourly union labor builds these vehicles.

And America’s United Auto Worker contracts dictate higher compensation rates than foreign or non-union shops. This specialized workforce ensures impeccable quality but adds to overall manufacturing costs.

10. Brand Prestige Lets Ford Set Higher Prices

Decades of smart marketing, product placement, and performance racing success have forged an iconic off-road identity for the Ford Bronco. Buyers connect with this heritage and trust in the Blue Oval brand’s expertise.

Capitalizing on this esteemed brand image, Ford can affix lofty price tags that reinforce perceptions of prestige and exclusivity. After all, better brands can command bigger bucks while buyers still perceive higher value.


Is Ford Broncos a good brand?

Yes, Ford Broncos have strong brand recognition and a reputation for capable off-road performance, durable construction, and endless customization – so buyers see good long-term value.

Are Ford Broncos good?

With powerful engines, sophisticated four-wheel-drive, and robust truck-based platforms, new Ford Broncos deliver impressive adventuring abilities both on and off the road.

Are Ford Broncos worth the price?

Given their premium materials, cutting-edge features, customizable options, and strong predicted resale value, Ford Broncos justify higher asking prices for serious outdoor enthusiasts.

Where to buy Ford Broncos?

Due to very high demand and constrained supply, finding a new Ford Bronco requires patience – get on waitlists at local dealers or consider reputable pre-owned retailers for more availability.

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