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Ford Bronco markup: Insane $40k ‘market adjustment’ due to shortages


We all know dealer lots are looking sparse these days with new vehicles so hard to come by. The global semiconductor shortage has hit everyone hard, and vehicle production has pretty much come to a standstill. If you really want a new vehicle, you’d better be prepared to pay full sticker price. Or more. In the case of a Ford Bronco markup, it could be up to $40k more.

Dreaming, crazy or both?

I can’t decide. Is the dealership crazy for thinking someone might pay more than $40k above the sticker price for this 2021 Ford Bronco Outer Banks edition, or will they find a buyer who is willing to fork over that much in cash (’cause we all know the bank isn’t going to loan more than the vehicle is worth) just to own a Bronco?

Publisher Tim Esterdahl found this listing circulating on social media and had to check it out. He spends some time taking a look at the monroney to discover where the markups are, then takes us on a tour of the dealership’s other listings so we can see this isn’t a one-time deal.

2021 Ford Bronco markup

In this video, Esterdahl is sharing this outrageously overpriced 2021 Ford Bronco Outer Banks with a $40k dealer market adjustment. Granted it’s a beautiful dark blue with a soft top, but this Ford Bronco Outer Banks is nothing special. It isn’t loaded with cool Bronco aftermarket parts, and it’s not a First Edition. Yet the dealer has doubled the price.


That’s a heck of a lot of money for a Ford SUV.

Watch the video below and let us know in the comments what you think of these jacked-up prices on new trucks and SUVs.

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Erica Mueller

Erica Mueller is a Texan, which means she believes that trucks are family vehicles and giant SUVs make good second cars. As part-time auto journalist for almost a decade, Erica enjoys driving all kinds of vehicles and sharing her experiences with others. Erica is the secretary of the board for the Texas Auto Writers Association as well as a contributor at A Girls Guide to Cars.

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