There’s no doubt the off-road vehicle market is getting more competition, which might be why Ford is shuffling pricing for the 2025 Bronco lineup. Back when the sixth generation Bronco launched, its only real competition came from the Jeep Wrangler and Toyota 4Runner. But times are changing as the heat is turning up.
This is why soft crossovers, not off-roaders, are so popular.
Some of the price changes are deep cuts, especially for the Raptor model. According to The Bronco Nation, the automaker has told dealers the 4-door versions of the Bronco Badlands and Raptor will be seeing a price reduction of $1,000 and $10,040 from the MSRP, respectively.
It’s been a rough ride for the Bronco Raptor, a model we and many enthusiasts have tried to fall in love with but just can’t. When it launched in 2022, Ford assigned it a base MSRP of $69,995. But midway through 2024 the leftover 2023 models had a price of $80,580 while the 2024 models were even more expensive at a lofty $90,035.
That’s a lot of coin for an off-roader that bears the Raptor name but lacks the gusto so many wanted. As we’ve observed before, the Bronco Raptor really should’ve been made with a V8 engine, not a turbocharged V6.
In the meantime, Ford has increased MSRP for the Bronco Base by $1,000, Big Bend by $850, and Badlands 2-door by $290. The 10-speed automatic transmission now costs $1,795 more than before.
This shift in strategy comes at a time when there’s a resurgence of interest in the Bronco. After all, the model line saw over a 50 percent increase in sales this last May, after sales overall slumped for a while.
Ford likely is trying to take advantage of the new momentum while trying to keep it going as new entrants enter the off-roader niche of the market.
Images via Ford
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