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New cars are getting pretty expensive. As of January 2025, the average price for a new car was $49,740–according to the Car Edge website. Luckily, automakers usually discount new vehicles in February to combat a seasonal sales lull. Ford fans will be thrilled to hear the brand is knocking $8k off the price of certain Bronco models. But you’ll have to settle for a 2024 model year SUV.

The Bronco is a unique model. Many fans have been urging Ford to bring it back for 25 years. Ford launched the sixth-generation Bronco for the 2021 model year as a full-frame, convertible, Jeep-Wrangler-killer. But what’s interesting is it also released a Bronco Sport unibody crossover with much of the same retro styling, which has an MSRP $6,405 lower.

Buyers loved the 2021 Bronco and Bronco Sport, so Ford ramped up production. But going into 2025, the brand has a slight issue. It has a surplus of 2024 Broncos on dealership lots, and the 2025 SUVs are already rolling off the assembly line. The problem with discounting the Ford Bronco is that price-minded SUV fans already have the Bronco Sport. So Ford knows it will need some huge price breaks to get buyers in the door.

With all that in mind, it’s less surprising that Ford is launching a rebate–up to $3k–for certain new 2024 Broncos. The most discounted trims include Badlands, Wildtrak, and Raptor Broncos. But that’s not the only big discount Ford’s offering.

Ford dealerships are stacking this latest rebate with the “Conquest Cash” program. This program offers Jeep and Toyota drivers up to $3k cash back to switch to a Bronco. Ford is out for “Conquest” indeed! Stack these discounts together and you may be looking at a full-frame Ford Bronco for the price of a Bronco Sport in the same trim.

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Staff Writer

Henry Cesari

Henry Cesari is a MotorBiscuit Staff Writer who brings his deep interest in vintage cars, trucks, and motorcycles to the site. Having restored his first classic car at just 16 years old, Henry has wrenched on everything from overland campers to Japanese motorcycles and even pre-war Bugattis. Henry is also an avid attendee at local car shows and genuinely enjoys connecting with fellow auto enthusiasts. Henry earned a Bachelor’s in Anthropology and English from the University of Vermont. While Henry is interested in vintage cars, he believes the golden age of cars is yet to come. He is confident journalists will play an important role in this revolution by exposing the industry as it is now and envisioning its possible future.