The highest performing SUV in Ford’s lineup has five-figure discounts
The Ford Bronco Raptor is a force to be reckoned with, offering both sky-high horsepower figures and an eye-watering MSRP just a few thousand dollars short of six figures. But the biggest Bronco must not be putting up sales figures commensurate with its larger-than-life presence elsewhere, because Ford is offering as much as $14,000 off the hundreds of remaining 2024 Ford Bronco Raptor SUVs sitting on dealer lots across the United States. The information comes via a bulletin sent to dealers, which car-buying site CarsDirect got hold of just last week.
Ford
Ford
The $14,000 savings comes via “dealer cash,” which dealers can pass on to customers in any number of ways. Whether or not the dealer wants to pass on the whole amount is completely at their discretion. It also doesn’t matter if you lease or finance — the dealer still has the full $14,000 to toy around with. It equates to a 15% discount, since the 2024 Bronco Raptor starts at $90,035 before delivery fees. CarsDirect reports that the incentive is available for shoppers in almost every market, including East Coast cities like New York, Charlotte, Boston, and Orlando, as well as major West Coast markets like Phoenix and Seattle.
Now, there’s an important reason for the steep discounts. Back in June, Ford announced that the 2025 Bronco Raptor would receive a substantial price cut. The MSRP of a 2025 model is $79,995, over $10,000 less than the 2024 model. Perhaps notably, it brings the MSRP much more in line with where it was before a price hike in 2024. Combined with the fact that the remaining 2024 Bronco Raptor SUVs are now ostensibly a full year old, dealers need to move them before they age further. Our guess is that Ford’s hoping a few thousand dollars of savings relative to a functionally identical 2025 model will be enough to sweeten the deal and move some metal.
More about the Ford Bronco Raptor
The Ford Bronco Raptor, regardless of model year, sits atop the Bronco family tree. It touts a twin-turbo 3.0-liter V6 engine developing 418 horsepower and 440 pound-feet of torque, putting the power down via four-wheel drive and a ten-speed automatic transmission. But arguably, the powertrain isn’t even the most novel part of the off-road-ready rig. It ships with beadlock-capable forged wheels wrapped in 37-inch all-terrain tires, a lifted suspension with FOX shocks, and special design features like painted fender flares and hood vents. It’s the coolest and most capable version of the Bronco, still seating five people and offering removable doors and a removable top.
Final thoughts
The Ford Bronco Raptor is one of the coolest SUVs the Blue Oval has rolled out in decades. It’s a bit of a shame to see sales stagnating, but we think it has a lot to do with an ill-timed price hike, rather than general disinterest in the model. The good news for shoppers is that we bet you could further negotiate past the $14,000 dealer cash, especially as these units start to further age and 2026 creeps closer. Why are you still reading? Get out there and start bargain hunting!
About the author
Steven Paul
Contributing Writer, Autoblog