Ford To Give Jeep Owners $1,000 To Buy A Bronco
Companies will do almost anything to advance in a competitive marketplace, including paying customers to switch from a competitor’s product to theirs. It’s what the Ford Motor Company is doing to boost sales of their Bronco SUV.
What’s The Deal?
According to a report from Road & Track, the automaker known for its blue oval emblem created a new incentive program this year to tempt Jeep owners into becoming Bronco customers. It would allow Jeep owners in the Chicago, New York, and Phoenix areas to receive a $1,000 discount on their Ford Bronco purchases. There’s a similar deal for Jeep owners in the Dallas and Atlanta areas; however, their discount will have a $500 limit.
Ford is calling their deal the Jeep Competitive Conquest Bonus Cash offer. While Jeep owners in the regions mentioned above can use the offer to get up to $1,000 off a 2023 or 2024 Bronco or Bronco Sport model, some Bronco models, such as the Bronco Raptor, are not eligible for this bonus cash offer. (Though with a starting price of more than $91,000, it’s unlikely that someone who can afford a Bronco Raptor will change their mind based on whether they can get a $1,000 discount.)
Who Qualifies for the Jeep Competitive Conquest Bonus Cash Offer?
It’s easy for Jeep owners to qualify for Ford’s program; as long as they own a Jeep made in 1995 or later, they are eligible. What’s incredibly cool for Jeep owners looking to take advantage of this bonus cash offer is that they do not have to sell or trade in their Jeep to be eligible. Ford’s offer is flexible enough that someone who lives at the same address as a Jeep owner is eligible for this cash bonus.
Unlike the Bronco Raptor, Ford’s SUV’s 2023 and 2024 editions go for $36,785 and $41,025, respectively. However, while getting $1,000 off those starting prices is nice, it may make little difference against what dealership makeups can be. For example, Kelly Blue Book recently reported that they found an Arizona Ford Dealer that tacked on an extra $50,000 onto a 2024 F-150 Raptor R. The flexibility of Ford’s offer is still pretty cool, though.
Why Is Ford Doing This?
Other than that, Ford wants to move more Broncos from dealerships in the New York, Chicago, and Phoenix areas from showrooms to the streets; the company recently slashed its electric vehicle (EV) production (again) and is betting on internal combustion vehicles (ICEs), such as the Bronco, to do strong business for them. The legacy automaker recently announced a plan to add as many as 900 new ICE production jobs at their Wayne Assembly Plant in Michigan. One of the new ICE vehicles Ford will focus on producing is the Bronco. If Ford can do something to help Bronco sales while taking some business from their crosstown rival, Stellantis, it’s worth it to them.