The modern rebirth of the Ford Bronco made it a COVID baby thrust into the market’s hottest segment right as interest in adventure vehicles was exploding. At launch, Bronco supply would be limited as full production came online. Pandemic-related supply chain interruptions cut that supply even further, meaning that the first Bronco shoppers were often paying markups exceeding $10,000 for the privilege of being first in line. The gist? Sometimes, car shoppers are willing to pay big premiums to be the first to drive the latest and greatest thing.
Â
