Ford Price Increase Affects 2021 Ford F-150, Bronco Sport & More

By

Senior Pricing Analyst

As CarsDirect’s resident pricing analyst, Alex offers must-know analysis of pricing & incentives to those looking to buy or lease a car. His consumer-oriented coverage of the latest trends and breaking news has been featured in publications such as Car and Driver, Motor Trend, Automobile Magazine and Autoblog.

Follow On: Twitter

, Senior Pricing Analyst - December 21, 2020

With the Christmas holiday just days away, Ford is preparing to increase prices on two of its newest vehicles. According to a letter sent to dealers this morning, the automaker will increase MSRP prices on the all-new Bronco Sport as well as the redesigned F-150 before the start of the new year. Here's what to expect.

On December 23, all 2021 Bronco Sport prices will increase by $160. The SUV originally arrived with a starting price of $28,155 with destination. That said, this represents a price hike of less than 1%. Leading models like the 2021 Toyota RAV4 LE will continue to start slightly higher at $28,625 with all-wheel-drive.

At the same time, Ford will implement a larger but less-obvious price increase on the 2021 F-150. Rather than raising the base price of the all-new truck, the MSRP of the Max Trailer Tow Package will increase by $645. The option is currently priced from $1,235 to $1,750 depending on the trim you're buying.

In the case of the F-150 XLT, that will raise the option's cost from $1,350 to $1,995, a 48% price increase. The option adds a Class IV hitch receiver, 36-gallon fuel tank, integrated trailer brake controller, Pro Trailer Backup Assist, and more. It's also required in order to achieve the model's promise of "best-in-class towing."

While no other Ford vehicles will see a price hike this week, Lincoln is implementing similar changes. On Wednesday, the brand will raise prices on the 2021 Corsair compact luxury crossover by $160. Meanwhile, all versions of the full-sized 2021 Aviator SUV, with the exception of the base trim, will see a $170 price hike.

In its letter to dealers, Ford says the changes are "to keep the Ford & Lincoln brands competitive and aggressively positioned." While we think it's unlikely that the moves will deter buyers, this could create confusion for shoppers in the event that the same configuration ends up having two different prices at dealers.

Considering the fact that F-150 prices can exceed $80,000 and its most advanced features won't come cheap, these changes could seem relatively minor. It's also worth noting that we often see price hikes close to the start of a new calendar year. From that standpoint, the changes may not really be all that surprising.

Fortunately, a slew of deals may help offset these changes. Lincoln is offering Sign & Drive leases for the holidays while the Bronco Sport has been eligible for 0% APR since its arrival. Even the new F-150 offers hidden discounts as well as rebates & low-interest financing and a promo offering no payments till 2021.

Build & Price Your 2021 Ford F-150 »

, Senior Pricing Analyst

As CarsDirect’s resident pricing analyst, Alex offers must-know analysis of pricing & incentives to those looking to buy or lease a car. His consumer-oriented coverage of the latest trends and breaking news has been featured in publications such as Car and Driver, Motor Trend, Automobile Magazine and Autoblog.

Follow On: Twitter

Privacy Policy|Do Not Sell My Personal Information|Terms of Use|Cookie Policy|Disclaimer|
COPYRIGHT 1999-2021 MH Sub I, LLC dba CarsDirect.com