Ever since the Ford Bronco returned to the market for the 2021 model year, the off-road SUV has had its sights squarely set on the Jeep brand. Ford hasn’t had too much difficulty tempting loyal fans away from the seven-barred grille, but it's looking to make the decision even easier in 2024 by way of a new incentive program. Known as the Jeep Competitive Conquest Bonus Cash offer, Jeep owners in certain regions can now qualify for up to $1000 off the price of a Bronco or Bronco Sport.
According to CarsDirect, the program marks a change in Ford’s strategy surrounding the Bronco models, which have not been the recipient of similar discounts thus far in their production run. The full-size model in particular is still commanding high prices on showroom floors, and dealer markups remain par for the course for many buyers. That won’t be the case for current Jeep owners in a number of regions across the U.S., where Ford will lay down $1000 towards the purchase of a new Bronco product.
The four-figure discount is limited to customers in the Chicago, New York, and Phoenix regions. Customers in Atlanta and Dallas will also qualify for the discount program, but Ford’s contribution will be limited to just $500. The deal applies to both 2024 Ford Bronco and Bronco Sport models, as well as any remaining 2023 models that dealers might have in stock. The deal isn’t applicable to all Bronco models—the desert-running Raptor remains discount-free.
In order to qualify for the program, a buyer simply needs to own a Jeep no older than the 1995 model year. You don’t have to trade in or sell your Jeep to qualify, and the deal can be transferred to any individual whose official address is shared with the Jeep owner. That makes this a rather generous and flexible offer from Ford, though how much impact it actually has will have to be seen. Due to limited availability and those aforementioned dealer markups, $1000 doesn’t go all that far. Either way, Ford is clearly not showing any signs of letting up on their crosstown rivals.
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