When Ford dealers sell a new Bronco, that is just the beginning of the money trail. Buyers are known to shell out big bucks for add-ons such as special light systems, bumpers and bigger tires. Ford averages about $1,700 in extra accessory sales per Bronco, according to executives—and that does not include merchandise such as Bronco-branded hats, t-shirts, toys and collectibles made available at the Bronco Amazon web store.

The spending shows how the Bronco, which Ford brought back in 2021 after a 24-year hiatus, has emerged not just as a hot-selling SUV—but as a lifestyle brand whose fans assemble on online forums such as Bronco Nation.

Ford sold 32,430 Broncos in the first quarter, up 38 percent from the year-earlier period, but sales were down 16 percent in the second quarter. Second quarter Bronco Sport sales were up 13 percent.

With help from lead creative agency Wieden+Kennedy, Ford has fed the frenzy with marketing that recently included a partnership with avid Bronco fan and actress Sydney Sweeney. Sponsored content on her “Syd’s Garage” TikTok channel includes her own vehicle maintenance tips. Sweeney also backed a female workwear collection in collaboration with Ford and Dickies.  “We sold those out pretty quickly," said Dave Rivers, manager of Ford’s SUV marketing, noting the partnership is “super authentic” because Sweeney is a Bronco owner and loves to work on trucks.

Bronco—whose tagline is “Built Wild”—also curates fan experiences, including “Bronco off-roadeo” events with professional off-road instruction and racing in locales such as the Texas hill country. “We call it an adult playground,” said Rivers.