NOVA-Jeeper
New Member
- First Name
- Kevin
- Joined
- Sep 25, 2020
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- 1
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- 4
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- 2
- Location
- Alexandria VA
- Vehicle(s)
- VW Tiguan
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- #1
I'm in the market for a 2 DR SUV, which means either a Bronco or a Wrangler. I've been following people's accounts of ordering 2021 Wranglers and am on the Bronco6G forum. One interesting thing, I've noticed is that when you consider the entry level models: (Bronco Base & Wrangler Sport), there is a considerable price advantage between the best deals available (excludes dealer doc fees, taxes and title): a Bronco Base comes with a hard top and AC standard for $27,565 (Granger Ford --- invoice - $2K), while an equally spec'd Sport is $29,501 (Criswell -- 7% below invoice). Obviously some caveats: these are deals some have to travel for and you can't even order a Bronco yet.
However, I find it somewhat surprising that Jeep is conceding the lowest price tier to Ford (not that either company really wants to sell a lot of base models). I would expect that Jeep would want to at least have a model that would let them claim they are lowest price off-road vehicle choice, even though they know most buyers will end up with Willys/Sahara/Rubicon etc.
I know there's no real pressure to adjust pricing at the moment since demand is so high and while Broncos look good, they aren't on the road yet, but does anyone think that in the future Jeep may offer incentives/adjust prices to preemptively attack the Bronco or hold pat for a year or more to see how the market bears out?
Both approaches have advantages and disadvantages. If you aggressively cut prices you may be able to steal Bronco buyers and damage a potential long term rival's crucial initial sales at the risk of lower profit margins. Doing nothing, keeps the margins high, but may let the Bronco brand get it's footing and establish market share and begin to develop a Jeep-like brand loyalty.
However, I find it somewhat surprising that Jeep is conceding the lowest price tier to Ford (not that either company really wants to sell a lot of base models). I would expect that Jeep would want to at least have a model that would let them claim they are lowest price off-road vehicle choice, even though they know most buyers will end up with Willys/Sahara/Rubicon etc.
I know there's no real pressure to adjust pricing at the moment since demand is so high and while Broncos look good, they aren't on the road yet, but does anyone think that in the future Jeep may offer incentives/adjust prices to preemptively attack the Bronco or hold pat for a year or more to see how the market bears out?
Both approaches have advantages and disadvantages. If you aggressively cut prices you may be able to steal Bronco buyers and damage a potential long term rival's crucial initial sales at the risk of lower profit margins. Doing nothing, keeps the margins high, but may let the Bronco brand get it's footing and establish market share and begin to develop a Jeep-like brand loyalty.
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