2024 Ford Bronco Raptor
When Ford Motor Company brought back the legendary Bronco, enthusiasts knew it was only a matter of time before the Raptor badge made its way to the iconic off-road SUV. Initially codenamed the “Warthog,” the Bronco Raptor debuted as a desert-running beast, showcasing the very best of what Ford’s off-road performance division could offer.
The Bronco Raptor was bigger, stronger, and faster than its main competitor, the Jeep Wrangler. In response, Jeep quickly dropped the 6.4L HEMI V8 into the Wrangler 392—something fans had long begged for—creating a horsepower war in the off-road segment.
Initial Pricing and Hype
Part of the Bronco Raptor’s early appeal was its relatively modest MSRP—starting at $70,095 including destination. It came in just above the Wildtrak trim, which Ford had marketed as the go-to for desert performance. At launch, Ford even offered “Golden Tickets” to long-time reservation holders, allowing early adopters a shot at the Raptor in hopes of satisfying those who had waited years due to production delays and supply chain issues.
The Dealership Dilemma
As is often the case with special-edition vehicles, Ford dealerships became part of the problem. While some honored MSRP, others tacked on $20,000–$30,000 in markups, cashing in on hype and low inventory. Frustrated by dealer greed, Ford eventually raised the official MSRP to over $90,000, seemingly trying to curb dealer markups by baking the premium into the sticker price.
However, that strategy backfired. As **interest rates climbed in 2023 and into 2024—rising from 2% to as high as 7–9%—**many prospective buyers hit pause. By October 2024, Ford began offering $5,000 incentives to move stagnant Bronco Raptors off lots. By late November, those discounts ballooned to $20,000 or more, signaling major concerns around inventory and pricing strategy.
2025 Price Drop and What’s Next
Facing slowing sales and a stockpile of unsold Broncos, Ford officially dropped the MSRP by $10,000 in June 2025, bringing the entry-level 2025 Bronco Raptor to $79,995.
But is it enough?
With high interest rates still in play and a potential economic slowdown on the horizon, it’s unclear whether this price drop will move the needle. It’s hard to justify a nearly $80,000 price tag when the 2025 Ranger Raptor—with much of the same drivetrain and capability—starts at $57,000. Add to that the looming threat of tariffs, and Ford may have no choice but to re-evaluate pricing again before the end of the year.
Final Thoughts
There’s no doubt that the Bronco Raptor is an incredible machine. It offers more capability and performance than any other trim in the lineup. But Ford needs to solve its pricing and dealer control issues if it wants to keep momentum behind its flagship off-roader.
What do you think? Did you buy a new Bronco Raptor? Drop us a comment below and let us know what you paid out the door. Was it worth it?
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