The Ford Bronco is Catching Up to the Jeep Wrangler in Sales
When it comes to automotive competition, there is one place that doesn’t require a checkered flag to determine a winner. While it hasn’t surpassed it yet, the Ford Bronco is quickly catching the Jeep Wrangler in the amount of units sold. This isn’t just great news for Bronco fans, but Ford directly as it shows that creating a direct competitor to the Wrangler wasn’t a just foolhardy endeavor, but also shows that the U.S. market is open to capable and rugged midsized SUVs beyond just Jeeps.
Ford is Winning the Long Game
While some fanboys were probably a little too enthusiastic about Ford’s Wrangler fighter and expected a little too much right away, the long run is actually showing they were right. The U.S. market is more than willing to accept something that isn’t a Wrangler but is just as off-road capable and rugged looking. Buyers want a vehicle that has modular capabilities so that owners can make their vehicle their own while also still giving some appreciation to the heritage of the vehicle in question. The biggest issue is just keeping up with the demand and that is reflected in these numbers as well. As more Broncos were able to stay on dealer lots, less people were getting impatient and walking over to their Jeep dealer to buy a Wrangler.
When we compare Q4 of 2021 to Q4 of 2022 with numbers from a report by AutoForecast Solutions, we see this immediately. In the last quarter of 2021, the Jeep Wrangler sold 39,900 units while the Ford Bronco sold 24,819. Forward to 2022 and when production was finally starting to keep up with demand, the Bronco’s sales not only increased by nearly 24 percent, but closed the gap between them to within 10.46 percent. By the end of 2022, the Ford Bronco sold 30,670 units to the Wrangler’s 34,253. The Bronco also ended 2022 strong, selling 10,412 units to the Wrangler’s 11,874.
The Trend Continues into 2023
Now, looking at the start of 2023, it seems the Bronco will continue to gain on the Wrangler and show that 2022 wasn’t a fluke. First, the Bronco’s sales saw an increase over 2022, where it sold 8,101 units, to 10,170 units in January 2023—a 25.5 percent increase. In comparison, Wrangler sales have seen a 30 percent drop from 2022s numbers. According to the Detroit Free Press, the Wrangler only sold 10,173 units in January 2023 where it was able to sell 14,579 just the year prior. Stellantis doesn’t directly report Jeep sales on a monthly basis.
Those are two very staggering numbers for each brand, especially considering that Ford is still dealing with supply chain issues for the Bronco. At the end of January of 2023, Bronco inventory was down 17.7 percent with only 13,000 vehicles ready to sell and production was down 18.6 percent with only 8,823 Broncos manufactured when compared to numbers from December of 2022.
If Ford can find a way to finally get over its supply chain issues with the Bronco, it’s possible that the Blue Oval’s popular SUV will eclipse the long-time king of off-roading, the Jeep Wrangler. It also makes you wonder when GM might finally bite the bullet and build its own Wrangler fighter with news like this. They could be the first in this space with a full EV, there’s still time.
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