Dealer wants to raise price on ordered Bronco

Georgiahome622

Mar 01, 2022

Hi,

Can anyone tell me if this is any way legal/ethical? I reserved a Bronco Outer Banks in July 2021, my order for a 2022 was placed Sept 2021. My dealer contacted me today - by email - to tell me this:

"We just received one of our first retail orders with a hard-top in a 4-door model. We made the decision last night that the selling price would be 10000 above MSRP on our retail orders for the remainder of this model year and 20000 for those Broncos with a hard-top for stock. We have seen pre-owned Broncos consistently priced above 30000 over the original MSRP so we felt that we are well back of the current market. I know and understand how frustrating this entire process has become but I wanted to be upfront with you know that the decision has been made on price. Production dates continue to be postponed on all vehicle lines so there is still a chance that your order not be fulfilled in this model year. If so, we will reevaluate the market before determining that price too. "

Can they just tack on $20,000 to the price of the MSRP for the Bronco I ordered back in September, just because the value has increased? This seems incredibly unethical if not illegal.

Has anyone else been told this?

Thanks,
Georgiahome622

Dmesser92, 73chesney

Last edited by a moderator: Mar 01, 2022

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Mar 01, 2022

If you did not agree on pricing when you ordered your Bronco, then the dealer can basically do whatever they want. MSRP is the Manufacture's Suggested Retail Price... keyword in that statement is Suggested. They can ultimately sell the vehicle for whatever price they want. There is no law in place that requires them to sell it at MSRP.

I personally had a conversation with my dealer on pricing when I ordered my vehicle, and I signed a purchase agreement when I placed my order to ensure I had protection. That purchase agreement protects me from them raising prices, and it protects them from me trying to suddenly negotiate a lower price when the Bronco comes in. Takes all of the guesswork out of the situation.

I would call Ford customer's service line and attempt to transfer your reservation to a different dealer. 1-800-334-4375

At the same time, find a dealer who is willing to agree on pricing and place an order with them. With a July 2021 reservation there is a good chance you wouldn't get your Bronco this year anyway, but since order banks for 2022 close in the next week, you'll want to get an order in soon if you want to have any hope of getting a 2022 Bronco.

2022 4dr Badlands, 2.3L Manual, Mid pkg
YouTube: youtube.com/@ragnarkon
Instagram: @ragnar.kon

Big Papa, ChetC

Mar 01, 2022

Oh boy. I was not offered this and didn't know to ask. I did not foresee this at all. I'm extremely disappointed in the dealer, from whom my family has purchased dozens of cars over decades. I could have used a bigger dealer and got my vehicle earlier. While they can do anything they want, they won't get any more of my business. Ever.

Jakob1972, Rootdog

Mar 01, 2022

And so it begins. Dealers taking advantage of the order banks closing. I called it. And now the hard top shortage to??? Wow!!!

Honestly there isn't much you can do unless you had a signed agreement. And even then it could be a fight. The only option is to try to get your order moved to a more ethical dealer.

Dmesser92, Jakob1972

Mar 01, 2022

Garemlin
And so it begins. Dealers taking advantage of the order banks closing. I called it. And now the hard top shortage to??? Wow!!!

Honestly there isn't much you can do unless you had a signed agreement. And even then it could be a fight. The only option is to try to get your order moved to a more ethical dealer.

Yes, this is what I would try to do also. Get your ordered moved. Call Ford customer service and tell them your story. Most have not had any luck changing dealerships but its worth a shot. Nothing to lose at this point.

2022 Bronco Badlands, 4D, Hot Pepper Red, 2.7, Squatch, Lux, and MIC.
7/13/2020 10:04pm reservation. Blend 6/16/2022 Delivered 6/26/2022.
Dealership - Stephen's Auto Center.

TurboS, Jakob1972

Mar 01, 2022

Georgiahome622
Oh boy. I was not offered this and didn't know to ask. I did not foresee this at all. I'm extremely disappointed in the dealer, from whom my family has purchased dozens of cars over decades. I could have used a bigger dealer and got my vehicle earlier. While they can do anything they want, they won't get any more of my business. Ever.

I editing my original post with this information as well... but in case you did not see it...

RagnarKon
I would call Ford customer's service line and attempt to transfer your reservation to a different dealer. 1-800-334-4375

At the same time, find a dealer who is willing to agree on pricing and place an order with them. With a July 2021 reservation there is a good chance you wouldn't get your Bronco this year anyway, but since order banks for 2022 close in the next week, you'll want to get an order in soon if you want to have any hope of getting a 2022 Bronco.

2022 4dr Badlands, 2.3L Manual, Mid pkg
YouTube: youtube.com/@ragnarkon
Instagram: @ragnar.kon

Mar 01, 2022

Maybe it's because it's a "Retail Order"? I Reserved my Base 2-door "Special Customer Order" way back in July 2020 and have yet to see any update from Ford regarding scheduling.

Mar 01, 2022

Hi,

Is that transferring an order or just creating a new order and going to the end of the line?

Thanks,
Georgia

Mar 01, 2022

Georgiahome622
Hi,

Is that transferring an order or just creating a new order and going to the end of the line?

Thanks,
Georgia

Placing a new order is definitely going to punt you to the end of the line. Transferring your order shouldn't, but based on what I've read in various places it's difficult if not impossible to get accomplished.

OnX Trail Guide
4 Door BadSquatch | Soft-top | Velocity Blue | 2.7 Auto

Jakob1972, ABQNMBronco

Mar 01, 2022

Georgiahome622
Hi,

Is that transferring an order or just creating a new order and going to the end of the line?

Thanks,
Georgia

Your order and your reservation are two separate things. Orders are dealer specific can be placed whenever and wherever as long as order banks are open. Your reservation is what gives you your priority/place-in-line and is currently "attached" to your specific order at your current dealer.

In an ideal world, you would transfer your reservation to a new dealer, and then place a new order at that new dealer.

BUT... order banks close on March 8th, and the reservation transfer process—if approved—will probably take longer than a week. So the game plan, as I see it, is as follows:

Find a new dealer (which I'll call Dealer B) that is willing to agree on pricing with a signed agreement.
Place a new order with Dealer B to ensure that you at least have a 2022 order placed. This has to be done simply because order banks are closing March 8th for 2022. It is a "failsafe" just in case the reservation transfer gets denied or takes longer than a week to occur.
Call Ford and explain to them the situation. Say that your old dealer (Dealer A) is raising prices and you found Dealer B that will honor a pricing agreement. Ask them to transfer your reservation from the old dealer to the new dealer. Explained to them that you already have an order submitted with Dealer B and they just need to attach the reservation to the new order. I'm not sure if Ford is actually able to do that or not, but worth explaining that you already have an order submitted at Dealer B.
If Ford approves the reservation transfer and they can attach it to your new order at Dealer B, then great. If they transferred your old Dealer A order to Dealer B along with your reservation, then great. If they can't do either, then you will probably have to place a new order at Dealer B that is attached to your reservation, and depending on when the transfer process completes that may not be possible if the 2022 order banks close.

Hopefully that makes sense.

2022 4dr Badlands, 2.3L Manual, Mid pkg
YouTube: youtube.com/@ragnarkon
Instagram: @ragnar.kon

FWrocker, ABQNMBronco

Mar 02, 2022

#10

I hate to say it... But if they do this to me I'll make a scene in front of all their customers and then I'll tell them to stick every ford on the lot up their asses and then I'll head down to the Jeep dealer and drive a jeep off the lot. Then when I get home I'll list my f150 for sale and I'll never buy a Ford again... I've reassured with my dealer and he confirmed with his GM that they would not do that to me and my price is what we agreed on as noted in text msg, email and purchase order. I've already told him twice, if they are planning on doing that to not even bother calling me because I'll tell them where they can stick that piece of metal.

FWrocker, country roads

Mar 02, 2022

#11

They have some balls...I'll tell you that.

I'm also going to agree with the crew here - especially @RagnarKon.

Request that your reservation be transferred to a different dealership and get the pricing agreement in writing.

I want to see you in your Bronco - even if it means to leave a dealership you've been loyal to for many years.

Gimesnow, MrMRPhoto

Mar 02, 2022

#12

That sucks. Now you have me nervous. My salesman that I have known for a few years told me many times that they don't add any to MSRP but I don't have a sales agreement just an order agreement.

MrMRPhoto

Mar 02, 2022

#13

VT Bronco
That sucks. Now you have me nervous. My salesman that I have known for a few years told me many times that they don't add any to MSRP but I don't have a sales agreement just an order agreement.

Hopefully it works out.

I personally have bought 3 vehicles from my current salesman and he said the same thing, but I still refused to place an order without an agreement. I trust my salesman completely, but you never know what can happen. Maybe the dealership gets sold off to a new owner, maybe my trusted salesman leaves the company, you never know,

2022 4dr Badlands, 2.3L Manual, Mid pkg
YouTube: youtube.com/@ragnarkon
Instagram: @ragnar.kon

Mar 02, 2022

#14

The General Manager of the dealership called me last night and said that the price of my Bronco would be MSRP plus $10,000. If I backed out, they would sell to the public for 20K over MSRP. I at least got this in writing. I called Ford customer service but had to leave a message as I couldn't get anyone on the line. My thoughts...today:

1. I will NEVER cancel the order. I will buy the Bronco and either drive it or re-sell it myself and not let them sell for 20K over.
2. It seems like moving to another dealership would be self-defeating. Go to the back of the line and goodness knows what the MSRP would be on whichever model the new order would be.
3. This dealership has seen the last of me and my family and I will make sure everyone I know is aware of how they treated me.
4. I still intend to speak with Ford, but I am not counting on any support from them.

Dmesser92

Mar 02, 2022

#15

Georgiahome622
2. It seems like moving to another dealership would be self-defeating. Go to the back of the line and goodness knows what the MSRP would be on whichever model the new order would be.

This is only true if Ford does not approve the transfer of your reservation. If they do approve your reservation transfer, then you will be place in line at your new dealership based on your reservation timestamp.

Georgiahome622
3. This dealership has seen the last of me and my family and I will make sure everyone I know is aware of how they treated me.

Good.

Georgiahome622
4. I still intend to speak with Ford, but I am not counting on any support from them.

Also good, Ford hasn't approved very many reservation transfers, so that's a good mentality to take. But at this point it doesn't hurt to try. And I would still search for a new dealer that will honor MSRP. Worse case scenario none of this works out in your favor and you have to simply cancel the order at any new dealership you find.

2022 4dr Badlands, 2.3L Manual, Mid pkg
YouTube: youtube.com/@ragnarkon
Instagram: @ragnar.kon

Mar 02, 2022

#16

"We just received one of our first retail orders with a hard-top in a 4-door model. We made the decision last night that the selling price would be 10000 above MSRP on our retail orders for the remainder of this model year and 20000 for those Broncos with a hard-top for stock. We have seen pre-owned Broncos consistently priced above 30000 over the original MSRP so we felt that we are well back of the current market. I know and understand how frustrating this entire process has become but I wanted to be upfront with you know that the decision has been made on price. Production dates continue to be postponed on all vehicle lines so there is still a chance that your order not be fulfilled in this model year. If so, we will reevaluate the market before determining that price too. "

It seems like more and more stories like this are coming out everyday and it is very discouraging. My first vehicle was a 71 bronco back in 83 and I was thinking how cool it was going to be that at 55 my first "Brand New vehicle" was also going to be a bronco. That dream seems to be fading more and more every day. I already have 3-4 back-up choices besides bronco and its getting harder to resist.

FWrocker, Dmesser92

Mar 02, 2022

#17

rayhil67
It seems like more and more stories like this are coming out everyday and it is very discouraging. My first vehicle was a 71 bronco back in 83 and I was thinking how cool it was going to be that at 55 my first "Brand New vehicle" was also going to be a bronco. That dream seems to be fading more and more every day. I already have 3-4 back-up choices besides bronco and its getting harder to resist.

It's an industry wide problem unfortunately. Even the direct-to-consumer manufacturers are doing the same thing... Rivian increased their prices by 17-20% yesterday, and that hit all of their current reservation holders—there was no price protection for existing pre-orders.

You just have to protect yourself the best you can. Think of buying a car like buying a house, get everything in writing and prices agreed upon before you move in. If you don't, you could find yourself screwed.

2022 4dr Badlands, 2.3L Manual, Mid pkg
YouTube: youtube.com/@ragnarkon
Instagram: @ragnar.kon

Rydfree

Mar 02, 2022

#18

Licknstick
I hate to say it... But if they do this to me I'll make a scene in front of all their customers and then I'll tell them to stick every ford on the lot up their asses and then I'll head down to the Jeep dealer and drive a jeep off the lot. Then when I get home I'll list my f150 for sale and I'll never buy a Ford again... I've reassured with my dealer and he confirmed with his GM that they would not do that to me and my price is what we agreed on as noted in text msg, email and purchase order. I've already told him twice, if they are planning on doing that to not even bother calling me because I'll tell them where they can stick that piece of metal.

I've actually been surprised after all the people on edge from being on lock down for covid that stories like this have not escalated to violence in some cases . All you have to do is watch the evening news to realize that it takes some people a lot less to resort to violence . Dealerships are really showing their true colors right now and people will not forget so easily . Mark up a dealer order or an abandoned order is fine but to screw over a reservationist on a custom order is downright slimy and unethical to say the least . They would not even be getting the damn Bronco if someone hadn't reserved it !

2Dr Badlands - MIC - Area51 - 2.7 Auto - MGV - Headliner - High Pkg
Reserved 7/20/20 Delivered 5/6/23
"Ford said, hey we're gonna fulfill all reservations and pre-orders before we build stock units."

Gimesnow, Licknstick

Mar 02, 2022

#19

RagnarKon
It's an industry wide problem unfortunately. Even the direct-to-consumer manufacturers are doing the same thing... Rivian increased their prices by 17-20% yesterday, and that hit all of their current reservation holders—there was no price protection for existing pre-orders.

You just have to protect yourself the best you can. Think of buying a car like buying a house, get everything in writing and prices agreed upon before you move in. If you don't, you could find yourself screwed.

I have a retail purchase agreement has all the BS on it: model, options, tax, title ,tags, destination charge, 500 deposit, and other fees signed by both parties. and my salesmen was hesitant to give me a copy but I insisted. In the end it means nothing, We the Minions are at the mercy of the dealerships only way this gets fixed is if Ford starts cracking the whip on the dealerships.

ABQNMBronco, Licknstick

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