How much will a Ford Bronco cost in 2023?

In 2023, the Ford Bronco’s price typically started in the low $30,000s for the base two-door model and climbed into the mid-to-high $40,000s for popular trims, with fully equipped configurations approaching or exceeding $60,000. Prices varied by body style, trim level, and optional packages.

The Bronco lineup offered two- and four-door body styles and a range of trims, from the entry-level Base to more capable versions like Big Bend, Black Diamond, Outer Banks, Badlands, and Wildtrak. Availability, engine choice, drivetrain, and optional packages all influenced the final sticker price in the 2023 model year.

Pricing overview for the 2023 model year

Below is a snapshot of typical Manufacturer's Suggested Retail Prices (MSRP) for the Bronco lineup in 2023, before destination charges and dealer fees. These figures reflect common configurations and standard equipment for each trim.

• Base two-door: around $32,000


• Base four-door: around $35,000


• Big Bend (2- or 4-door): around $37,000–$42,000


• Black Diamond (2- or 4-door): around $40,000–$45,000


• Outer Banks (2- or 4-door): around $44,000–$50,000


• Badlands (2- or 4-door): around $48,000–$58,000


• Wildtrak (typically 4-door, with higher features): around $55,000–$66,000

Prices above are approximate MSRPs for the 2023 model year. Actual purchase prices varied by region, dealer incentives, destination charges, and selected options or packages such as the Sasquatch off-road group, upgraded interiors, and advanced technology packages.

Factors that influenced Bronco pricing in 2023

Several factors routinely pushed the price up or down within the 2023 Bronco lineup. Understanding them helps explain why two identical models could end up with different sticker prices.

Body style: two-door vs four-door

Generally, four-door Broncos carried higher MSRPs than their two-door counterparts due to increased practicality and additional hardware. Buyers choosing a four-door model usually saw a modest price premium compared with the two-door version.

Trim level and equipment packages

Higher trims and popular packages—such as off-road-focused groupings, enhanced four-wheel-drive systems, upgraded interiors, and advanced tech—added significant cost. The Sasquatch package, for example, could add several thousand dollars to a build by including larger tires, upgraded suspension, and other off-road enhancements.

Dealer incentives, destination charges, and regional pricing

Actual transaction prices were shaped by dealer-specific incentives, regional demand, and destination charges (which are added to the MSRP). Some buyers also faced market-driven markups or rebates that affected the final price.

In summary, the 2023 Ford Bronco offered a broad price spectrum driven by body style, trim, and optional equipment. While the base two-door model started in the low $30,000s, properly equipped top-tier configurations could push well beyond $60,000, depending on choices and regional factors.

Summary: The Bronco’s 2023 price range spanned roughly from the low $30,000s for base two-door models to about $66,000 for highly equipped four-door configurations with premium packages. Buyers could expect variability due to options, dealer costs, and market conditions.

Why are Broncos so expensive?

Broncos are expensive due to high demand and limited supply, which allows dealers to charge markups. Production issues, especially with the hardtops, combined with high demand from the vehicle's iconic status, have created a market where the price is driven up. Additionally, opting for higher trim levels and desirable packages like the Sasquatch adds thousands to the price.
 
Factors contributing to high cost

• High demand and low supply: The modern Bronco is a highly desired vehicle, but production issues and supply chain delays caused by the pandemic have resulted in demand far exceeding supply. This imbalance allows dealerships to sell vehicles above the Manufacturer's Suggested Retail Price (MSRP). 
• Dealer markups: Because of the high demand and low inventory, dealers often add markups to the sticker price, especially on popular trims and colors. 
• Trim levels and options: The base model is only the starting point. Many buyers opt for higher trims like the Badlands or Outer Banks, which are more expensive. Adding packages like the Sasquatch, which adds larger tires and suspension upgrades, can add thousands to the final price. 
• Production issues: The new Bronco has faced production challenges, including quality control issues and delays, which have further limited the number of available vehicles and contributed to higher prices. 
• Iconic status and nostalgia: The Ford Bronco has a strong nostalgic appeal, which boosts demand for the new models, pushing prices up. 
• Restored classic Broncos: For classic Broncos, the cost is driven up by the expense of restoration and "resto-modding," which often involves contemporary engines, updated suspension, and new interiors. 

What is cheaper, a Bronco or a Jeep?

No, Broncos are generally not cheaper than Jeeps; the Jeep Wrangler has a lower starting price for its base models, though prices for both vehicles increase significantly with higher trims and added features. While the Bronco may have a higher starting price, some sources note that its base models come with more standard equipment, potentially making the initial price-to-feature ratio comparable to a similarly equipped Jeep. 
Price comparison

• Lower starting price: The Jeep Wrangler generally has a lower starting MSRP than the Ford Bronco. For example, a 2025 Wrangler starts around $32,095$ 32 comma 095$32,095, while a 2025 Bronco starts around $37,995$ 37 comma 995$37,995. 
• Higher-end models: Both vehicles can become very expensive with higher trims and options. For example, a Bronco Raptor or a Wrangler Rubicon 392 can reach over $100,000$ 100 comma 000$100,000. 
• Price vs. features: While the Bronco may have a higher entry price, its base models may come with more features than a base-model Wrangler, such as standard off-road technology and features like a standard infotainment system, pushing the starting price up compared to the Jeep. 

Factors that affect price

• Trim level: The price increases significantly with each trim level, moving from the base model to higher-end options like the Wrangler Rubicon or Bronco Badlands. 
• Options and packages: Adding options like an automatic transmission, a hardtop, a more powerful engine, or luxury features like leather seats will increase the final price. 
• Model year: Prices can change between model years, so it's best to check the latest pricing for the specific year you are considering. 
• Market demand: The popularity and availability of each model can affect pricing, so it's a good idea to compare prices from different dealerships. 

What is the average cost of a 2023 Ford Bronco?

The value of a 2023 Ford Bronco varies significantly based on its trim, condition, and options, but typically ranges from around $25,000 to over $70,000. For example, a base 2023 Bronco has a Dealer Retail value of about $27,179 in outstanding condition, while a higher-end Wildtrak or Raptor can be worth much more. Used prices for common trims like Big Bend are often in the $34,000 to $39,000 range, while certified pre-owned models or higher trims like the Raptor are listed for over $60,000 to $80,000.
 
General value factors

• Trim level: Higher trims like the Raptor, Wildtrak, or Heritage Limited will command higher prices. 
• Condition: Outstanding condition vehicles are worth more than average or rough ones, and this can significantly change the value. 
• Mileage: Lower mileage generally leads to a higher value, as seen in the listings. 
• Features and options: Optional equipment and features can increase the final price. 
• Market: Prices are influenced by current demand, supply, and general market trends. 
• Transaction type: The value differs depending on whether you are trading in, selling privately, or buying from a dealer. 

Examples of specific values

• 2023 Ford Bronco Badlands (2dr): Around $33,003 in clean condition, based on private party value. 
• 2023 Ford Bronco Wildtrak (2dr): Around $39,883 in outstanding condition, based on private party value. 
• 2023 Ford Bronco Raptor: Over $70,000 in some cases. 
• 2023 Ford Bronco Heritage: Around $42,337 (KBB Fair Purchase Price). 
• 2023 Ford Bronco Big Bend: Around $34,222 (from Autotrader listings). 

For the most accurate value, it's best to use a valuation tool with your specific vehicle's information.

What are the downsides of the 2023 Ford Bronco?

The most common problems with the Ford Bronco are in its engine. The 2023 and 2024 model years have their common issues. The Ford Bronco is also prone to oil leaks due to broken seals or gaskets.