The average Ford Bronco customer is spending an average of $1,700 on official accessories from the automaker.
The new Ford Bronco and its softer Bronco Sport sibling were bound to be successful from the moment they were announced and they’ve proven to be just that. Not only have sales been strong but Ford says its retailers have sold more than 1 million accessories for the two models, with Bronco buyers typically spending $1,700 on accessories and Bronco Sport owners coughing up $800 on factory-backed parts.
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“It’s core to the success of Bronco,” Ford U.S. consumer marketing manager Mark Grueber said. “For dealers it’s a great opportunity not only from a profit standpoint but also long-term engagement with customers. It’s a great proof point of what Ford can do and how big this opportunity is going forward.”
Ford always planned on making accessories key to the experience of the Bronco and Bronco Sport. Not only were they built with accessories in mind but Ford’s build-and-price site was revamped to show optional accessories. Additionally, Ford’s safety office and legal teams cut red tape to allow new parts to be offered. Furthermore, Ford Credit increased the amount that customers could finance on accessories.
One dealership really reaping the benefits of Ford’s new focus on accessories is Steve Olliges’ Team Ford in Las Vegas. Speaking with Auto News, Olliges said that one of his typical Bronco customers normally spends $4,000 to $5,000 outfitting their vehicle with accessories. This has allowed the dealer to boost its profits and will allow it to establish a dedicated 9,000-square-foot accessory shop that will cost $10 million to build.
“I definitely have Bronco fever,” Olliges said. “I feel I could make a living just being a Bronco dealership; it’s that successful.”
