Price doesn’t matter anymore. Hell with a more durable vehicle why not make it 96 or 108 months of payments? Especially with the good residual ford can’t lose if they have to repo it.Ford has put a lot of research time in, the base Bronco price will be a big factor, as these won't be available until 2021. The downward momentum of the economy is going to take a long time to recover, so price will be a BIG factor.There is also "Interest Fatigue", people lose interest when a product is dangled, but not available for months.
IF the 2 door Bronco has a mid 20s price, with A/C, delivered ,it will draw in a future fan base. Ford needs a long - term market for the Bronco, young entry level is key to this, as is aftermarket support. Ford will be smart to have this " in house". Looking forward to this Reveal.