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Have we forgotten how ridiculously expansive the aftermarket will be? If it's a true Wrangler competitor, you're about to see the Ford aftermarket *explode* when the Bronco is released. There will literally be nothing you'd want and couldn't get at a price point you pick.

TBH all dealers use this term in the same way, and unless you know someone who works in or near the distribution department, you will never know what the landed cost is to the dealer. Every dealer has a set margin that they absolutely will not go below and chances are likely you will never get...