This is where the crux of our argument comes into play because the Bronco and Defender are two vehicles that should not compete on paper but do in the current market due to dealership markups. With deliveries hampered by production issues and supply shortages, some Ford dealers are asking anywhere from $10,000 to $20,000 over MSRP. We’ve even heard of a Bronco First Edition owner flipping his car for a $30,000 profit just three days after taking delivery.
A base two-door Bronco only costs $28,500, but a decently-equipped model will easily surpass $50,000. With market adjustments, some dealers are listing their inventory anywhere from $70,000 to $80,000. This is in line with a decently specced Defender, which is a more premium vehicle.
Though Land Rover struggled to deliver units early on, dealerships now have plenty of inventory, meaning you can purchase a Defender with no outrageous market adjustments. If you can get the more expensive vehicle for essentially the same price, why wouldn’t you?