Bronco Desert Rising Edition Debut (Updated w/ Package Details)

[Tdubz]

Can someone please explain where the almost $14k is? This package seems about 6-7k and I think you’d have a hard time finding buyers at that price. The Filson Bronco has essentially the same types of upgrades (only better) AND has the raptor motor, for roughly the SAME price as the desert rising Bronco. How does that make sense? The RTR Bronco has similar upgrades as well and is 15k cheaper.

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[HalfmuleFarmer]

Can someone please explain where the almost $14k is? This package seems about 6-7k and I think you’d have a hard time finding buyers at that price. The Filson Bronco has essentially the same types of upgrades (only better) AND has the raptor motor, for roughly the SAME price as the desert rising Bronco. How does that make sense? The RTR Bronco has similar upgrades as well and is 15k cheaper.

Maybe they just think this type of buyer is ready to spend $73K on “it’s cute.” Only 1000 to be offered and they don’t have to produce them in advance. Some buyers aren’t cost conscious or feature-driven. They’re willing to pay more for special editions. Companies love them.

 

[EasternSierra]

The $13,695 doesn't include the Sasquatch Package. Required to order Outer Banks with Sasquatch package and body color hard top. Starting price is $57,350 plus destination plus the package at $13,695 with graphics or $12,695 without the graphics. $73,040 with graphics, $72,040 without graphics.

Thanks for the correction. Now the price is really crazy!

 

[RedDawg]

We do get pink skies here in the southwest. Pictures never quite capture it.
AZ not UT though…

 

[ThunderFlash]

I'm with you @Tdubz . I'm not trying to hijack the thread with my 2-door talk, but this offering just has me completely befuddled. What are they trying to accomplish by offering 1000 of these particular special order trucks? If they find the 1000 buyers, good on them! Maybe there will even be a couple of dozen additional buyers that get a$$ed out on ordering this package. It certainly won't do much for sales numbers and what in the heck does it do to strengthen the Broncos position in the market? One of the keys to a successful limited edition is to actually make the product desirable with features or nostalgia or something. I do not believe a large demographic will look at this thing for years to come and lust after this limited edition Bronco.

But then the two door is treated like a lost cause for future sales? There are MANY people that look at a 2-door and think, "I'd like to have a 2-door but I couldn't make it work because of X,Y,Z.....but maybe some day." But they totally are moving it to the back shelf and will most certainly discontinue it for lack of sales at some point. Even if the 2-door were only 5% of sales, it'd still be 90% of what makes a Bronco cool.

They need to get their heads out of darker nether regions because competitors are coming for both them and Jeep. They're sitting on there laurels and dinking around trying to milk the G6 Bronco for every penny they can rather than being competitive/innovative to stay ahead of the market and get/keep market share. Gen 7 has very big shoes to fill, but they better not wait until the '21 version of G6 is completely antiquated, old news. Putting the 3.0L in the Filson was SMART. Putting magenta seat covers, a pink grill, and parts bin FR wheels on a Bronco for $12,695 is DUMB! OK, maybe this LE Desert Rising Bronco isn't targeted at the Mo' Powa' crowd, but even an exclusive wheel design could have gone a long way to distinguish this thing. It's ugly, boring, lazy, and expensive.

 

[HalfmuleFarmer]

I'm with you @Tdubz . I'm not trying to hijack the thread with my 2-door talk, but this offering just has me completely befuddled. What are they trying to accomplish by offering 1000 of these particular special order trucks? If they find the 1000 buyers, good on them! Maybe there will even be a couple of dozen additional buyers that get a$$ed out on ordering this package. It certainly won't do much for sales numbers and what in the heck does it do to strengthen the Broncos position in the market? One of the keys to a successful limited edition is to actually make the product desirable with features or nostalgia or something. I do not believe a large demographic will look at this thing for years to come and lust after this limited edition Bronco.

But then the two door is treated like a lost cause for future sales? There are MANY people that look at a 2-door and think, "I'd like to have a 2-door but I couldn't make it work because of X,Y,Z.....but maybe some day." But they totally are moving it to the back shelf and will most certainly discontinue it for lack of sales at some point. Even if the 2-door were only 5% of sales, it'd still be 90% of what makes a Bronco cool.

They need to get their heads out of darker nether regions because competitors are coming for both them and Jeep. They're sitting on there laurels and dinking around trying to milk the G6 Bronco for every penny they can rather than being competitive/innovative to stay ahead of the market and get/keep market share. Gen 7 has very big shoes to fill, but they better not wait until the '21 version of G6 is completely antiquated, old news. Putting the 3.0L in the Filson was SMART. Putting magenta seat covers, a pink grill, and parts bin FR wheels on a Bronco for $12,695 is DUMB! OK, maybe this LE Desert Rising Bronco isn't targeted at the Mo' Powa' crowd, but even an exclusive wheel design could have gone a long way to distinguish this thing. It's ugly, boring, lazy, and expensive.

The only explanation I can think of is they’ve got some research that pink is wildly popular with a certain demo who would consider buying a Bronco if it wasn’t so butch. It’s a low effort money grab going after the Barbie/Taylor Swift/fashion crowd. Call me crazy, but I think that junk was wildly popular. A simple search says, “… Blush and soft pink shades are dominating current style trends.” Are these people buying Broncos? Who knows. I guess Ford wants to find out.

 

[ThunderFlash]

Maybe they just think this type of buyer is ready to spend $73K on “it’s cute.”

The only explanation I can think of is they’ve got some research that pink is wildly popular with a certain demo who would consider buying a Bronco if it wasn’t so butch.

I suppose you're right. For some a vehicle is more a fashion accessory or statement than a machine with intent and purpose. The whole essence of Bronco is it's rough and tumble readiness to get down and dirty. I guess they can try putting lip stick on the proverbial pig, though. We can probably look forward to many more, "HELP! Why is this thing SO LOUD???" posts.

 

[midlifeBRONCOguy]

not impressed…..embarrassing imo

 

[DALOLA]

Can someone please explain where the almost $14k is? This package seems about 6-7k and I think you’d have a hard time finding buyers at that price. The Filson Bronco has essentially the same types of upgrades (only better) AND has the raptor motor, for roughly the SAME price as the desert rising Bronco. How does that make sense? The RTR Bronco has similar upgrades as well and is 15k cheaper.

For sure, the dots are really hard to connect in the value department...

I think it's just a half-hearted money-grab response to the pink'ish colored Jeeps that the young rich girls seem to prefer... It will be a cute status vehicle for Brittany from Beverly Hills....

 

[HalfmuleFarmer]

For some a vehicle is more a fashion accessory or statement than a machine with intent and purpose. The whole essence of Bronco is it's rough and tumble readiness to get down and dirty.

A Bronco is a fashion accessory for lot of burly wannabe tough guys too. Just a different fashion style, signaling as you say, that they’re ready to ‘get down and dirty’ … while they’re on the way to Home Depot or the grocery store. Seems like even a lot of folks here are very interested in cosmetic upgrades. What is that if not fashion and self-expression?

What everyone is complaining about here is this is a fashion they don’t happen to like. Which is fine. That’s called ‘taste’ and everyone’s is different. It ain’t my style, but I already bought my Bronco so it bothers me not.

Is it priced ridiculously? If one was buying the seats, wheels, grill and bumper aftermarket maybe you get to about $8K. Add in a few more painted doodads and maybe $9K. So that’s an additional +25% markup. Seems ridiculous to me, but dudes spend 10K on fiberglass fenders and no one seems too upset.

 

[userdude]

The only explanation I can think of is they’ve got some research that pink is wildly popular with a certain demo who would consider buying a Bronco if it wasn’t so butch. It’s a low effort money grab going after the Barbie/Taylor Swift/fashion crowd. Call me crazy, but I think that junk was wildly popular. A simple search says, “… Blush and soft pink shades are dominating current style trends.” Are these people buying Broncos? Who knows. I guess Ford wants to find out.

I think a play here is two-fold: Your customers only value what you price to, and dealer channel incentives. The latter may play out with dealers ordering the package for the Bronco they stick out on the risers at the dealership, draw eyeballs, etc., then they maybe sell other (cheaper) Broncos. Then the price gets cut/negotiated down but it's still profitable at half the price. Seems like a win-win if that were to play out in certain locales.

 

[Tdubz]

I don’t think anyone cares if ford offers pink broncos. Jeeps been doing it for years. It’s the design that’s bad. It’s just as bad as the free wheelin trim and we all know those don’t sell at all. Jeep pulls off the factory pink look much better.

 

[HalfmuleFarmer]

It’s the design that’s bad.

But stylistically “bad” is always a question of taste. Personally, I think Taylor Swift, Barbie and the Wicked movies are bad. I think McDonalds and Budweiser are bad. Marvel movies are bad. But it seems like hundreds of millions of people have different tastes than I do. I’m not predicting success for this particular effort, but there’s good business in “bad” products.

 

[ThunderFlash]

Well I guess if this Desert Rising makes for a 1000 new, happy Bronco owners, it's a job well done.

It's just my opinion that they have a real winner product with the Bronco, but they are squandering it's potential putting effort into things like the Rising Desert package. Maybe the next follow on designs in this series will bring some innovative and attractive styling and maybe even a small dose of novel functionality.

 

[HalfmuleFarmer]

IMHO all appearance packages are silly but they keep doing them so they must at least pay for themselves. They provide content at regular intervals for new photos and press coverage. They explore profit areas and what different types of buyers are willing to spend money on. I mean, what is the Heritage if not an exclusive appearance package? I liked the HE but I wasn’t interested in the +$10K sticker bump. Others didn’t worry about that. Good on them. Would people be willing to drop $15-16K on this manly package, if it came dirty with mud pre-applied? ;-)

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