Dealerships Losing Money on The Bronco

SlashRacer

Dec 23, 2020

We were passing by a Ford dealership yesterday and decided to drive through the lot to look at paint colors. While I was looking at a Race Read F150, a salesman rushed out from the inside to try and get a sale.

I told him I wasn’t interested in the truck and only stopped so I could see the color because I have a Bronco reserved. He started talking about how some of the other vehicles were selling for more money than msrp. One vehicle he told me about, they had just sold the other day for $8,000 over msrp. It was sounding like I wouldn’t be getting my Bronco for MSRP.

Now it was my turn to talk. I enlightened him with all of my Bronco knowledge and what was happening with the B&P. These forums are a GREAT source of information. Then came the beat down when I told him about Granger the other dealership offering x-plan pricing. After that I explained that I will will be price shopping as soon as the order banks open up and I get pricing.

He assured me they would have the lowest price even though they would be losing money on the sale.

Seems like every time I have purchased a new vehicle, the salesman always says they are losing money on the sale.

I’m not a car salesman. Why do they always say they are losing money?

2021 Badlands, 4 door, 2.7L, Auto, LUX, SAS, Tow Package, MIC, Velocity Blue.

Pazzo, Shadowblade

Last edited by a moderator: Dec 23, 2020

Sort by date

Reaction Score

Dec 23, 2020

SlashRacer
We were passing by a Ford dealership yesterday and decided to drive through the lot to look at paint colors. While I was looking at a Race Read F150, a salesman rushed out from the inside to try and get a sale.

I told him I wasn’t interested in the truck and only stopped so I could see the color because I have a Bronco reserved. He started talking about how some of the other vehicles were selling for more money than msrp. One vehicle he told me about, they had just sold the other day for $8,000 over msrp. It was sounding like I wouldn’t be getting my Bronco for MSRP.

Now it was my turn to talk. I enlightened him with all of my Bronco knowledge and what was happening with the B&P. These forums are a GREAT source of information. Then came the beat down when I told him about Granger the other dealership offering x-plan pricing. After that I explained that I will will be price shopping as soon as the order banks open up and I get pricing.

He assured me they would have the lowest price even though they would be losing money on the sale.

Seems like every time I have purchased a new vehicle, the salesman always says they are losing money on the sale.

I’m not a car salesman. Why do they always say they are losing money?

When you drove off, was your watch still on your wrist? ;)

IL21Bronco, Shadowblade

Dec 24, 2020

Hope it's not who you have your reservation through. Sounds like he sells snake oil in the back...

'21 AMB Basesquatch 2 Door. 2.7. 569 days from reservation to delivery

IL21Bronco, Jakob1972

Dec 24, 2020

PSUTE
Hope it's not who you have your reservation through. Sounds like he sells snake oil in the back...

It’s not.

My LFD has already told me msrp. Have to see if that holds true when the ordering goes live.

2021 Badlands, 4 door, 2.7L, Auto, LUX, SAS, Tow Package, MIC, Velocity Blue.

Jakob1972, Deano Bronc

Dec 24, 2020

Classic car salesman BS...I can hear his next line now, "we just can't give them away..."

Makes you appreciate finding an honest dealer that is willing to be straight b/c we all know they are all making money! :)

Badlands, 2 door, 2.3L, Manual, High, Non-SAS, Tow Package, Roof Rails, MIC, Velocity Blue

talbot, BuzzyBud

Dec 24, 2020

Even back in 2008 when Ford had to shut down production it wasn’t the dealerships that were taking the hit on the sales price it was ford who had to discount things extremely heavy. My dealership was still happy to give me all the incentives plus x-plan then take me out for barbecue when it was done. Walked out the door with a $49,900 MSRP truck only paying $34,400. Only time they lose money is when they don’t sell anything.

BuzzyBud, Jakob1972

Dec 24, 2020

No dealer EVER loses money on a deal.

BigTex22, Rydfree

Dec 24, 2020

JFord
Only time they lose money is when they don’t sell anything.

IL21Bronco, Shadowblade

Dec 24, 2020

YukonCornelius
No dealer EVER loses money on a deal.

Maybe...
This is a great episode, well worth a listen when stuck inside due to COVID:
This American Life - Cars

Bronc96, SlashRacer

Dec 24, 2020

3Dogs
Maybe...
This is a great episode, well worth a listen when stuck inside due to COVID:
This American Life - Cars

I was listening to that episode a few months ago. Yep they are just trying to meet their quota. Buy your vehicle at the end of the month last day you might be able to get a good deal. I understand that they aren’t making a ton of money due to all online information. But they will never lose money. They wouldn’t be in business very long if they did that.

Bronco Nation 1100. Everglades, Desert Sand
Res: 7/30/20 ordered 1/22/21 reorder 10/15/21 changed to Everglades 3/9/22 schedule 8/29/22 bumped to 9/5; 9/7/22 blend, 9/9 Mods, 9/26/22 completed, 10/7 shipped, 11/3/22 delivery

SKetelaar, Deano Bronc

Dec 24, 2020

#10

My LFD has committed to MSRP. I know there are better deals out there, but I'm not interested in going out of state or going through a dealer with an outsize reservation list compared to its annual sales volume because of the allocation issue. However, when I went over there to check out colors and was looking around at the cars on their lot, I noticed just about every car had four things on the sticker. A market adjustment fee, GPS security tracking, window tinting, and nitrogen filled tires. I'm thoroughly uninterested in my dealer forcing me to pay for any of those things, so if they try, I will happily take my business to one of the other dealers around town. One of whom I talked to at the AZ offroad expo that sponsored the Broncos that made it very clear they will be at MSRP with no additional charges.

‘22, 4 door Badlands, 2.3l, MT, MIC top, lux, Sasquatch, tow. Velocity Blue.
Build Complete --> 5/5/2022. Delivered 5/25/2022.
Bronco Nation #1115

Jakob1972, Deano Bronc

Dec 24, 2020

#11

tlowell01
My LFD has committed to MSRP. I know there are better deals out there, but I'm not interested in going out of state or going through a dealer with an outsize reservation list compared to its annual sales volume because of the allocation issue. However, when I went over there to check out colors and was looking around at the cars on their lot, I noticed just about every car had four things on the sticker. A market adjustment fee, GPS security tracking, window tinting, and nitrogen filled tires. I'm thoroughly uninterested in my dealer forcing me to pay for any of those things, so if they try, I will happily take my business to one of the other dealers around town. One of whom I talked to at the AZ offroad expo that sponsored the Broncos that made it very clear they will be at MSRP with no additional charges.

The Autonation Scottsdale rep told me that they would not be adding on any crap.

Jakob1972, Bronc96

Dec 24, 2020

#12

3Dogs
The Autonation Scottsdale rep told me that they would not be adding on any crap.

That's good to know! The one I talked to at the Off-Road Expo was from Sanderson. If Earnhardt tries to play games, then its nice to know there are options!

‘22, 4 door Badlands, 2.3l, MT, MIC top, lux, Sasquatch, tow. Velocity Blue.
Build Complete --> 5/5/2022. Delivered 5/25/2022.
Bronco Nation #1115

Jakob1972

Dec 25, 2020

#13

tlowell01
My LFD has committed to MSRP. I know there are better deals out there, but I'm not interested in going out of state or going through a dealer with an outsize reservation list compared to its annual sales volume because of the allocation issue. However, when I went over there to check out colors and was looking around at the cars on their lot, I noticed just about every car had four things on the sticker. A market adjustment fee, GPS security tracking, window tinting, and nitrogen filled tires. I'm thoroughly uninterested in my dealer forcing me to pay for any of those things, so if they try, I will happily take my business to one of the other dealers around town. One of whom I talked to at the AZ offroad expo that sponsored the Broncos that made it very clear they will be at MSRP with no additional charges.

I went to the dealer I had my reservation at to test drive trucks, their enthusiasm level on the Bronco is zero.Won't even talk about price.

Joined May 29, 2020 Member 546
⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀

Dec 26, 2020

#14

SlashRacer
We were passing by a Ford dealership yesterday and decided to drive through the lot to look at paint colors. While I was looking at a Race Read F150, a salesman rushed out from the inside to try and get a sale.

I told him I wasn’t interested in the truck and only stopped so I could see the color because I have a Bronco reserved. He started talking about how some of the other vehicles were selling for more money than msrp. One vehicle he told me about, they had just sold the other day for $8,000 over msrp. It was sounding like I wouldn’t be getting my Bronco for MSRP.

Now it was my turn to talk. I enlightened him with all of my Bronco knowledge and what was happening with the B&P. These forums are a GREAT source of information. Then came the beat down when I told him about Granger the other dealership offering x-plan pricing. After that I explained that I will will be price shopping as soon as the order banks open up and I get pricing.

He assured me they would have the lowest price even though they would be losing money on the sale.

Seems like every time I have purchased a new vehicle, the salesman always says they are losing money on the sale.

I’m not a car salesman. Why do they always say they are losing money?

They say they are losing money because they are greedy liars.
We used to make fun of the salesmen at the dealership I worked part time at 40 years ago. They had more excuses to try to get more profit out of the sale. one even said his kid needed shoes.We would stand there and heckle them with "my kid needs shoes" after the customer left.

Joined May 29, 2020 Member 546
⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀

Shadowblade, SlashRacer

Jan 17, 2021

#15

Any one have a Costco Membership?? Supposedly you can get their discount still from what I was told. Not confirmed yet by the dealer that Costco goes through though

WT HOSS 4dr 2.7 MIC Lux Tow
7/16/20 Res -- 1/22/21, 10/8/21 Order -- 3/24/22 VIN -- 5/9/22, 5/23/22, 5/16/22, 6/6/22, 6/17/22 Build 7/15/22 Delivered

Jan 18, 2021

#16

He may have sold 1 vehicle for $8000 over MSRP. You can bet that the majority of sales at that Ford dealership and any other one are all for less than MSRP.

Jan 18, 2021

#17

ResidualGenius
Any one have a Costco Membership?? Supposedly you can get their discount still from what I was told. Not confirmed yet by the dealer that Costco goes through though

I just checked the Costco auto program, and the bronco is not listed. Bronco sport is available.

I have used Costco in the past, although I don’t thinks it’s that great of a service anymore. I was able to negotiate a much lower purchase price over Costco price this fall.

Deano Bronc

You must log in or register to post here.