'I don’t see 100K:' Why Is This 2024 Ford Raptor $100,000 at the Dealership?

Would you pay $100,000 for a Ford Raptor Bronco? This TikTok user, along with others online, certainly doesn’t think it’s a good deal. Trace (@carswithtrace) posted a clip where he delineates the listed options of a Bronco Raptor that, with taxes, fees, and destination, he says pushes the car into six-figure territory. It’s an asking price that he believes is egregious. 

Bronco Raptor Sticker Shock

“All right, guys, maybe somebody can help me in the comments section. But this 2024, Bronco Raptor is $100,000,” he exclaims in disbelief. According to Ford’s website, a pricing estimator for the 2024 Ford Bronco Raptor puts the vehicle at a $90,035 MSRP. Ford Pro has reported that the 2025 edition has seen a significant price drop. It stands at $79,995 before destination fee.

Car and Driver has also reported on this price differential, stating that the Bronco Raptor’s costs have been peripatetic between the 2023-2025 model years. Webb Ford corroborates this, stating that the twin-turbo EcoBoost V6 option carried a $73,780 price tag.

So why would Trace find a model that’s going for $100k? There are others who’ve found similarly priced 2025 Broncos. This Forbes review assessed a $95,000 model that the financial outlet says is “everything that is Bronco and everything that is Raptor in one package.” This YouTuber opined on a $99,000 variant that reached its just-below-six-figure price tag due to additional options.

Furthermore, this auto dealership has a 2024 Ford Bronco Raptor listed with a base MSRP of $98,215. However, since posting, the seller has indicated more than $18,000 has been slashed from this price, resulting in a $79,944 sale price.

Is a Bronco Raptor Worth $100,000?

Trace doesn’t seem to think that, even with an upgraded engine and other options, this cost is warranted. “$100k? Where the hell do you see a 100k at? Cause I don’t. Maybe they got some gold in the back,” he says as he approaches the vehicle’s sticker pasted to one of the car’s windows. Following this, he rattles off the options with their corresponding costs listed on the vehicle’s information sheet. “Leather trim seats, $2,495. Hardtop black painted, $600. Code orange seatbelt, $395, for some [expletive] seatbelts?”

Next, he then assesses the vehicle’s base cost, which amounts to $90,000. Afterward, he says the “total options” added to the car come out to $3,700. “Total vehicle price after destination: $95,630, plus your taxes, fees, and whatnot. Brings this over $100,000,” Trace tells viewers.

He then directs his lens to one of the Bronco’s wheels. “I get we get 37-inch tires, step rails, but a hundred grand?” He then flips his camera’s orientation to further drive home his disbelief. “Come on, a hundred thousand dollars? You guys know what I could do and buy with a hundred thousand dollars?”

Another Bronco

Trace goes on to tell viewers that this isn’t the only model on this dealer’s lot. A brief glimpse of this other vehicle shows that it has a similar aesthetic to the $100k-after-taxes model he just gave an overview of. “I wonder why these are sitting on the lot. ‘Cause I remember previously, these were sold before they even hit the dealerships with deposits on it, selling for over $20,000 over MSRP. But now, they’re sitting. I wonder why?” he says right before his video comes to a close.

Echoing the TikToker’s experience, once user on the Bronco 6G forum stated that they, too, have seen Bronco Raptors sitting on seller’s lots. “Some dealers are asking $4k, $5k, $6k under MSRP for them now, and they are still not selling whatsoever and collecting dust at those prices,” they penned.

Others have also opined on the up-and-down pricing of Ford Bronco Raptors. One Facebook user sparked a conversation with a post asking folks in this Ford Bronco Raptor group if they paid MSPR for their vehicle. However, they stated that they felt “cheated now that they are ‘giving’ them away making [their] trade in half what it was a few months ago.”

One person on the app offered that the poster could’ve been in a worse situation, stating that there were some folks who paid over MSRP for the cars before the 2025 model MSRP decrease. “I mean, you could’ve been one of the guys that paid 15 K or more over MSRP. I had one of the first ones coming to DFW and they wanted 7500 over. I was like nope…I’m glad I waited to buy mine till last month,” one wrote.

This YouTuber also shared Trace’s opinion on the high asking price for Ford Bronco Raptors. In a video titled “Ford WTF you thinking…$103k why?” the social media user writes that “Ford dealerships have high inventory, including a $103,000 Bronco Raptor, but prices are still high.”

Another person on the video-sharing site says, “2024 Ford Bronco Raptors are not selling.”

Ford Authority writes that the American auto manufacturer sold 109,172 Ford Broncos in 2024. And in 2025, the brand moved 85,861 units, but sales figures for particular trims weren’t included.

Motor1 has reached out to Ford for Bronco Raptor sales figures on 2024 and 2025 models, and Trace via TikTok comment for further information.