Ford Bronco buyers spend an average of $1,700 on Ford accessories
The Ford Bronco and its smaller brother Bronco Sport have won a huge fan base since their market debut. Of course, now that we’re starting to see these things regularly, owners are embracing the aftermarket. In fact, full-size Bronco customers would spend an average of $1,700 on official Ford parts, with over a million accessories sold between the two models.
According to a Automotive News report, Ford executives say the Bronco is currently the most customized product in the automaker’s portfolio. The Bronco Sport isn’t far behind, as its customers spend an average of $800 on parts from Ford’s own catalog. That number puts the Bronco Sport in line with the almighty F-150 when it comes to customization dollars.
Warn, Yakima, other goodie suppliers
It can’t hurt that Ford has designed an extensive collection of parts for the Bronco and Bronco Sport with help from some of the biggest names in the automotive aftermarket. The automaker knew how important modifications were to the off-road community, and it worked with well-known companies like Warn and Yakima to create these components before the trucks even made their debut.
Customers can even specify which accessories they would like to have on their truck directly with the dealer before the truck arrives. This has created a sort of lucrative business model for some dealerships. Take Steve Olliges’ Team Ford dealership in Las Vegas, for example. Customers at this dealership spend an average of $4,000 to $5,000 on Bronco accessories with each purchase. The most popular parts that customers order across the board are the modular front bumper, winches, and off-road lighting components.
“It’s at the heart of Bronco’s success,” said Ford marketing manager Mark Grueber. A. “For dealers, this is a great opportunity, not just from a profit perspective, but also from a long-term customer engagement. It’s great proof of what Ford can do and magnitude of this opportunity in the future.”
The success of the Bronco accessory program is multifaceted. First, the SUV was designed to enter a segment plagued by customization needs and featured its own parts development cycle concurrent with vehicle development. Second, Ford has reworked its entire accessory distribution network to better serve dealership needs.
By changing the companies involved in distribution, Ford was able to reduce wait times and improve inventory content. With more and more Bronco models continuing to roll out, we can expect the parts catalog to continue to grow as well. Not that anyone seems to be complaining about the current deals.
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