Ford released an update to pricing in the Bronco build and price tool this week. Ford North America Product Communications Manager, Mike Levine, specified on Twitter that the update, “corrected some earlier preliminary pricing errors.” The pricing corrections resulted in many reservation holders’ builds rising in price.
The recent update to Bronco Build and Price corrected some earlier preliminary pricing errors.
— Mike Levine (@mrlevine) December 21, 2020
The impact on pricing mainly came from separate charges for the 10-Speed automatic transmission and Advanced 4x4 options. The Sasquatch package adds the automatic transmission in the Bronco build and price tool, so Sasquatch builds in 2-Door Base, Big Bend, Black Diamond, and Badlands were affected, because those trims come standard with the 7-Speed manual transmission. The Sasquatch package also adds Advanced 4x4 to Base and Big Bend trims, an option priced at $795.
Adding those options up comes to $7385, the price quoted by Levine on Twitter for adding Sasquatch to Base and Big Bend. That number breaks down to $4995 for Sasquatch, $1595 for the 10-Speed Automatic, and $795 for Advanced 4x4. However, the spec sheet that is produced by Build and Price only lists the Sasquatch and 10-Speed Auto as additional costs, Advanced 4x4 is still listed at $0. It lists the $4995 for Sasquatch, with a final tally of $8980 in options and accessories. We’ll do the math for you: there’s $1595 that’s unaccounted for, which is the price of the 10-Speed Auto. To our eyes, the tool seems to be counting the automatic transmission twice in some builds.
Builds containing the Mid package, which includes the automatic transmission, saw a price increase on Black Diamond and Badlands, the trims that come with a manual standard and have access to the Mid Package. Again, the build summary reflects the addition of $3090 in options and accessories while only listing the Mid Package in the itemized list of options, with the 10-Speed Auto zeroed out. But $3090 is an accurate reflection of adding both the Mid Package features and the Automatic transmission.
Potential customers also found that adding the larger 2.7L EcoBoost engine, an option that currently requires the 10-Speed Auto, also saw a price jump. When selecting this engine option on trims that come standard with the 7-Speed manual, there is now an additional $1595 added to the price of the build.
Ford also added some previously announced hard top options to the Bronco build and price tool. The Shadow Black-Painted Modular hard top made its B&P debut at $1895 on both 2-Door and 4-Door Big Bend and above. And a modular body color-painted hard top, bundled with a black soft top, is now a selectable option. 4-Door Broncos in trims above Base can be spec’d out with the dual soft top/hard top options, though the details pages for the options note that they aren’t compatible with the late availability slide-out tailgate.
The B&P didn’t note that these additional top options are late availability items. Ford had previously informed reservation holders that the Mold-in-Color hard top would be the only hardtop option that wouldn’t be late availability. The details screens for these options make no mention of this fact, at least when viewed on certain platforms. The screens even point out that the Shadow Black modular hard top is standard on Wildtrack and First Edition Broncos, a contradiction of their previous statements that these trims would receive a MIC top.
With ordering starting in mid-January, reservation holders are eager to understand what their dream rig will cost. Ford has promised that dealers will have the full standard and optional feature list, complete with all available dealer installed accessories, prior to the ordering banks opening. For now, pricing for those rigs seem like it will separate out and include the cost for the automatic transmission and Advanced 4x4. We as reservation holders will have to figure that into our Bronco budgets.
On Ford’s side, Mike Levine has promised updates, again on Twitter: “Stay tuned for additional updates for prelim pricing.”
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