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Even With Visual Changes and New Versions, Ford Keeps Prices of Bronco Sport, Territory, and Maverick Stable, Betting on Trust and Predictability
In Brazil, many manufacturers adjust prices almost monthly. Ford, however, follows a different path. The brand chose to keep the prices of some of its main models stable, even after redesigns and version changes.
Bronco Sport and Its Stability
The Bronco Sport came out in 2021 costing R$ 256,900. Over time, the SUV surpassed the R$ 270,000 mark. However, since the 2024 line, the price has returned to around R$ 260,000.
In June, the model underwent visual changes and gained the more complete Badlands version. Still, the price remained at R$ 260,000.
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This reflects the policy of keeping the pricing stable, something rare in such an unstable market.
Ford Territory Follows the Same Path
Another example is the 2026 Territory. The mid-size SUV manufactured in China landed in Brazil in September 2023 for R$ 215,000.
Two years later, it arrived renewed, better equipped, and updated. Even so, the price remained the same.
According to Marcel Bueno, Marketing Director of Ford South America, this is a strategic choice.
He states that the pricing is aligned with growth and also the competitiveness of the brand’s portfolio.
Ford Maverick with Reduced Price
Among the models, the Maverick pickup deserves special mention. After the mid-life redesign, the price dropped. The Lariat FX4 version cost R$ 239,990. Now, the new Lariat Black sells for R$ 219,900.
According to Bueno, the policy aims to offer stability and trust to the customer. He explains that avoiding large fluctuations preserves the resale value of used vehicles and strengthens the relationship with consumers.
Experts Analyze the Strategy
Consultant Máia Martins of K.Lume Automotive Consulting believes that Ford’s premium positioning helps explain this decision.
She points out that importing vehicles with higher added value allows differentiation and, at the same time, incentives can help keep prices stable.
Consultant Ronaldo Fernandes, COO of the Unified Vehicle Information System (SUIV), reinforces this view. He says that automakers work with margins larger than consumers imagine.
Profit and Margin for Maneuver
Fernandes adds that the national market is unstable, but vehicles are prepared to withstand fluctuations without compromising the brand’s performance.
He also reminds that, since many companies follow similar policies, there is room for adjustments without a direct impact on profit.
This combination of factors shows that Ford has found a way to stand out. Instead of following the upward price trend, the company bets on trust and predictability as a competitive differentiator.
With information from UOL.
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