To those who have had the pleasure of sitting and watching a desert sunrise in all of its majesty, you know there’s nothing quite like it. Or there wasn’t, because now, according to an announcement it made on Monday, Ford wants to sell you a Bronco with the “Bronco Desert Rising Edition” package, which seeks to capture nature’s glory in SUV form.
What exactly is the Bronco Desert Rising Edition package? In short, it’s an appearance package that you can get on an Outer Banks model Bronco that adds tons of magenta and pink decals to the vehicle’s exterior and slathers the interior seating surfaces in magenta. Ford claims it drew inspiration for this package from some of Utah’s most famous locations: the Great Salt Lake and the Coral Pink Sand Dunes, as well as cactus blooms.
What Is It?
This package is meant to be the first in a series called the Horizon series, which similarly takes inspiration from some of the most iconic and beautiful locations around the world and distills them into these kinds of “factory custom” appearance packages.
In addition to the graphics on the sides and the colored accents around the body, the Desert Rising Edition Broncos get Method off-road racing wheels and Katzkin interior stitching. This collaboration is part of Ford’s new Ford Custom Garage program. This program will allow buyers to customize vehicles before purchase, have the parts installed before delivery, and retain the factory warranty.
I’m Sorry, How Much?
Just how much would you expect to pay for all of this pastel desert hotness?
No, you’re wrong. The answer is $13,695 on top of the price of your normal Outer Banks Bronco, which retails for $50,185, including a $1,995 destination fee.
Now, we don’t want to yuck anyone’s yum here, but that is a whole lot of cash for stickers, seating surfaces, badges, and wheels. We’ll be very curious to see how popular this package proves to be and whether Ford sticks with the whole Horizon series if this version bombs.
If you’re super into having a pink and magenta Bronco, then first, good for you. Second, you can order yours now, but Ford isn’t saying when the first ones will reach customers, so you could be in for a wait.
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38 Comments
Nice to see insider buying—usually a good signal in this space.
Good point. Watching costs and grades closely.
Nice to see insider buying—usually a good signal in this space.
If AISC keeps dropping, this becomes investable for me.
Good point. Watching costs and grades closely.
Interesting update on Ford Debuts Very Pink, Very Pricy ‘Desert Rising Edition’ Bronco. Curious how the grades will trend next quarter.
Good point. Watching costs and grades closely.
Good point. Watching costs and grades closely.
I like the balance sheet here—less leverage than peers.
Good point. Watching costs and grades closely.
Nice to see insider buying—usually a good signal in this space.
Good point. Watching costs and grades closely.
Interesting update on Ford Debuts Very Pink, Very Pricy ‘Desert Rising Edition’ Bronco. Curious how the grades will trend next quarter.
Silver leverage is strong here; beta cuts both ways though.
The cost guidance is better than expected. If they deliver, the stock could rerate.
Nice to see insider buying—usually a good signal in this space.
Good point. Watching costs and grades closely.
Exploration results look promising, but permitting will be the key risk.
Good point. Watching costs and grades closely.
Good point. Watching costs and grades closely.
Production mix shifting toward Tactical & Survival might help margins if metals stay firm.
Good point. Watching costs and grades closely.
Good point. Watching costs and grades closely.
Nice to see insider buying—usually a good signal in this space.
Interesting update on Ford Debuts Very Pink, Very Pricy ‘Desert Rising Edition’ Bronco. Curious how the grades will trend next quarter.
Good point. Watching costs and grades closely.
Good point. Watching costs and grades closely.
Production mix shifting toward Tactical & Survival might help margins if metals stay firm.
Good point. Watching costs and grades closely.
Good point. Watching costs and grades closely.
Exploration results look promising, but permitting will be the key risk.
Good point. Watching costs and grades closely.
Good point. Watching costs and grades closely.
Silver leverage is strong here; beta cuts both ways though.
Good point. Watching costs and grades closely.
Nice to see insider buying—usually a good signal in this space.
Nice to see insider buying—usually a good signal in this space.
Good point. Watching costs and grades closely.