The forums consistently have offers for 7-8% under invoice on anything Jeep. I paid over 18% off the sticker for my truck.You guys arguing window stickers are completely ignoring the fact that NOBODY short of an idiot is paying anywhere close to sticker for a Jeep. Any Jeep with any accessory package.
However, Ford isn't known for selling at sticker either... I mean the Wrangler didn't get these kinds of deals in 2018 when it launched and it had nowhere near the novelty. The Bronco will probably have a longer honeymoon period with all the hype but give it a few years and you'll see typical Ford discounts when they're going up against the new 4Runner and probably a new Wrangler.