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.