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Ford Unveils Limited-Edition Bronco Desert Rising Package With $57,350 Starting Price Monday

2026-07-27 10:08:01

According to CNBC, Ford unveiled a limited-edition Bronco SUV with the Desert Rising package on Monday (July 28) as part of its Ford Custom Garage expansion. The automaker will produce 1,000 of the models, featuring a $13,695 customization package that brings the vehicle's starting price to $57,350. "We're significantly increasing our investment in this group to bring more choice and to engage customers in this aftersales," said Matt Simpson, executive director of Ford Customization, comparing the strategy to "Nike dropping a sneaker." The effort is part of Ford's broader push to boost profits by expanding its aftermarket accessories and customization business.

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