“The early adopters buying the Bronco want them, they don’t need them,” said Jeff King, vice president and general manager at Bozard Ford Lincoln. “The biggest trend we can see on trade-ins is that a lot of people don’t have them. We’re not seeing half of them being Jeeps.”
It seems a solid number of these customers own other vehicles and they simply want to add a Bronco to their garage. They can also easily afford to do so. “Many are well-to-do purchasers,” said another Ford dealer manager. “There are essentially no incentives or rebates on Bronco. In other words, this is not a payment shopper. They’re buying this vehicle because they want it and they can afford it. We’re ultimately catering to a totally new customer to Ford.”