Dedicated brand....Dedicated dealerships??

Garemlin
Jun 04, 2020
Moderator

Standing Grumpy Face

Jun 04, 2020

With the fact that Ford is making the Bronco a brand now and not just a model, do you think that there might be dedicated Bronco dealerships??

How cool would that be to walk into a dealerships that is nothing but Broncos, Bronco parts and Bronco merchandise.

And maybe, just maybe, the staff would actually have really good product knowledge.
TH6467, ZWSMITH
Last edited by a moderator: Jun 04, 2020

Rank III

Jun 04, 2020

#1
Dedicated dealerships for just the Bronco isn't going to happen, but there'll be Bronco "specialists" at dealers.
Moderator

Standing Grumpy Face

Jun 04, 2020

#2
Not gonna happen.

Why is that and how do you know?? They've started doing it with the Ram. Plenty of stand alone Jeep dealers as well.

Rank VI

Jun 04, 2020

#3
With the fact that Ford is making the Bronco a brand now and not just a model, do you think that there might be dedicated Bronco dealerships??

How cool would that be to walk into a dealerships that is nothing but Broncos, Bronco parts and Bronco merchandise.

And maybe, just maybe, the staff would actually have really good product knowledge.
I think this would be a brilliant move by Ford!!!
4-DR Badlands MT MY23 Velocity Blue MIC Top High Trim beadlock rims KO2's Reservation 7/14/20 Ordered 10/03/22 Build Date 12/03/22 Arrived at Dealership 12/15/22 Home in garage 12/16/22

Rank III

Jun 04, 2020

#4
With the fact that Ford is making the Bronco a brand now and not just a model, do you think that there might be dedicated Bronco dealerships??

How cool would that be to walk into a dealerships that is nothing but Broncos, Bronco parts and Bronco merchandise.

And maybe, just maybe, the staff would actually have really good product knowledge.

Rams are hardly ever sold alone. Typically Ram and Jeep together.

but I think they will just have their own special place at dealers. And signs out front might be different. Instead of

“Smith Family Ford” it will be “Smith Family Ford and Bronco”

they might have their own parts department, and special salesmen that only sell broncos.


Things like that.
Moderator

Standing Grumpy Face

Jun 04, 2020

#5
Rams are hardly ever sold alone. Typically Ram and Jeep together.

but I think they will just have their own special place at dealers. And signs out front might be different. Instead of

“Smith Family Ford” it will be “Smith Family Ford and Bronco”

they might have their own parts department, and special salesmen that only sell broncos.


Things like that.

Oh I'm not saying a full network of Bronco dealers. But a few stand alone dealerships in major markets might happen. Like that big Ram only dealership they built in California.
FirstOnRaceDay1

Rank III

Jun 04, 2020

#6
Why wouldn't they have done this with Raptor then? Its been pretty successful and might make more sense as a sub-brand. Didn't they do something like this with SVT 15 years ago?

Mud,Sweat and Gears

Jun 04, 2020

#7
SVT wasn't its own brand but the dealer network had SVT specialty dealers.Not every dealer was a SVT specialty dealer.
Moderator

Standing Grumpy Face

Jun 04, 2020

#8
Why wouldn't they have done this with Raptor then? Its been pretty successful and might make more sense as a sub-brand. Didn't they do something like this with SVT 15 years ago?

The Raptor is a trim level within a model line. Not it's own individual model.
bdawson24

Rank VI

Jun 05, 2020

#9
You can look at it as risk versus reward. What would Ford gain from doing this against what they are already getting? It is a great idea but are you willing to commit to going down to the bank for a 200,000 loan to open an off road customization shop geared toward Ford Broncos? I'm not sure the market is large enough today to support your business …… but if the Bronco market explodes you will positioned to capture a large percentage. Risk versus Reward my friend...… This opportunity has a large/moderate risk but with enough research I believe you can reduce some of the risk.....ie Ford predictive tables for Bronco sales vs what the Jeep aftermarket revenue currently generates. You can also look into how the van customization industry was created (Mark 3). Take your idea to the next level and buy a base model Bronco …….. customize it into one bad ass off road, rock crawling, bug out machine and sell for a substantial profit. Shelby Cobra also comes to mind.

Rank VI

Jun 05, 2020

#10
The Raptor is a trim level within a model line. Not it's own individual model.
Great observation.

Also, if you divide into "brands" that have a more full and complete listing of products it could be easier to manage that "brand" so it stays on "brand". Look at the Chevy Trailblazer, that is just another name plate of Chevy and will most likely not carry the weight and support of Chevy and will only be looked at in terms of "sales numbers" and once those dip you could see it going away again.

With a "brand" you can bring in and remove name plates and that will not kill the "brand".

Just my thoughts.
Bronco Nation Member #0000
Instagram: bdawson24
Garemlin
Moderator

Standing Grumpy Face

Jun 05, 2020

#11
You can look at it as risk versus reward. What would Ford gain from doing this against what they are already getting? It is a great idea but are you willing to commit to going down to the bank for a 200,000 loan to open an off road customization shop geared toward Ford Broncos? I'm not sure the market is large enough today to support your business …… but if the Bronco market explodes you will positioned to capture a large percentage. Risk versus Reward my friend...… This opportunity has a large/moderate risk but with enough research I believe you can reduce some of the risk.....ie Ford predictive tables for Bronco sales vs what the Jeep aftermarket revenue currently generates. You can also look into how the van customization industry was created (Mark 3). Take your idea to the next level and buy a base model Bronco …….. customize it into one bad ass off road, rock crawling, bug out machine and sell for a substantial profit. Shelby Cobra also comes to mind.


I'm sure it would take several years for it to happen. If it does. Ford would need to see how widely accepted and popular the Bronco becomes. Out of the gate it would be a major risk. But say five years down the line when the Bronco has established itself it would be a great venture for them to look into. Bronco sales specialists who fully know the product they are selling. Bronco certified mechanics and aftermarket installers. Dealer hosted Bronco get togethers. Maybe even a cool test drive area with off-road sections. The possibilities are endless.

Again I reference the dedicated Ram dealership in California. I'm sure it's successful and Ram isn't even the top selling pick-up.

Rank V

Jun 05, 2020

#12
Not going to happen.

Rank VI

Jun 05, 2020

#13
I'm sure it would take several years for it to happen. If it does. Ford would need to see how widely accepted and popular the Bronco becomes. Out of the gate it would be a major risk. But say five years down the line when the Bronco has established itself it would be a great venture for them to look into. Bronco sales specialists who fully know the product they are selling. Bronco certified mechanics and aftermarket installers. Dealer hosted Bronco get togethers. Maybe even a cool test drive area with off-road sections. The possibilities are endless.

Again I reference the dedicated Ram dealership in California. I'm sure it's successful and Ram isn't even the top selling pick-up.
Have you seen the dedicated Jeep dealerships?
Bronco Nation Member #0000
Instagram: bdawson24
Moderator

Standing Grumpy Face

Jun 05, 2020

#14
Have you seen the dedicated Jeep dealerships?

There is only I know of around here. Adam's Jeep in Maryland. They are Jeep sales and customizers. Never been there. Why you ask?

Rank VI

Jun 05, 2020

#15
There is only I know of around here. Adam's Jeep in Maryland. They are Jeep sales and customizers. Never been there. Why you ask?
Because I have seen Jeep stand alone dealerships. I believe that Bronco could certainly jump into that space, but would need to ensure that they are profitable and in the right spaces.
Bronco Nation Member #0000
Instagram: bdawson24
Moderator

Standing Grumpy Face

Jun 05, 2020

#16
Because I have seen Jeep stand alone dealerships. I believe that Bronco could certainly jump into that space, but would need to ensure that they are profitable and in the right spaces.


I agree. Though some on here don't. It definitely wouldn't be everywhere. Just select markets where it would be beneficial and profitable. I mean they are separating the Bronco name from the general Ford branding for a reason. They are starting to build a whole new brand with it's own identity.

Who knows. Maybe it's just wishful thinking. Guess we will see in time.
paul rondelli, bdawson24

Rank III

Jun 06, 2020

#17
Couple things. Bronco will have specialized sales consultants at each store much like SVT had set up for dealers in the 90’s/early 2000’s.
Dealers also must elect to sell Mach E and Bronco branded products. If they’re not Bronco ready/certified, they can’t sell the product.

Lastly, the reason you see Ram only/Jeep only stores is because back when it was Chrysler and not FCA stores had the option of taking the Jeep brand or being a stand alone Jeep store much like how Ford/Lincoln/Mercury stores existed.

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