I was going to get the Bronco also. But all the options I wanted, two door and a few others kept pushing delivery window back. I ended up getting a Jeep at a price I am very happy with. I also feel the Jeep will be over overall more reliable; I only worry about the corrosion issue...I think there are going to be several factors at play here. One is whether or not the semi conductor shortage ends up impacting Bronco production (or even Wrangler production). A shortage of parts and thus vehicles, is going to lead to dealers not negotiating much at all.
Beyond that, Ford pretty much has wrapped up ordering for the 2021 Bronco. They’re sold out so Wrangler prices might not be impacted at all. I don’t think the Bronco will be widely available until 2022. Some people that are waiting for the Bronco may simply get tired of waiting and get a Wrangler. This is exactly what happened with my and my wife. We were going to get a Badlands but the wait would have had us getting one in 2022. So we opted instead for a Rubicon.
Another factor could be if Ford botches the launch even further like they did with the Explorer. That could push more people get a Wrangler.
I had a reservation for a Badlands but I cancelled because of delays and option availability. That’s when we decided to go with a Rubicon instead..I was going to get the Bronco also. But all the options I wanted, two door and a few others kept pushing delivery window back. I ended up getting a Jeep at a price I am very happy with. I also feel the Jeep will be over overall more reliable; I only worry about the corrosion issue...
Also dealers kept being jerks... I wasn't willing to pay a large unknown markup to a reservation I made on the first night. I did eventually find one to charge me MSRP, but by then I was so turned off.