Five years ago, Ford gave us a sneak peek of the new Bronco in the works. Now, after nearly four years since its launch, production has settled down, setting the stage for a showdown between the 2024 Ford Bronco and the 2024 Jeep Wrangler. The big question is: which one are Americans buying? So far in 2024, it seems like the Wrangler is the preferred choice. Let’s dive into the numbers.
In the first half of 2024:
– Jeep Wrangler sold 77,204 units, a 9.0% decrease.
– Ford Bronco sold 50,152 units, a 14.4% decrease.
Although Ford had a decent showing in the second quarter with Bronco sales staying flat compared to 2023, they still have some catching up to do if they want to outsell the Wrangler this year. On the other hand, Jeep’s strong performance in the first quarter was dampened by an 18% drop in the second quarter. If Ford can keep up the pace while Jeep falters, the competition could get more intense. For now, Jeep holds a significant advantage of over 50%.
Looking back at 2023:
– Jeep Wrangler sold 84,642 units.
– Ford Bronco sold 58,580 units.
History seems to be repeating itself, with Jeep consistently outselling the Bronco throughout the year. By the end of 2023, Wrangler had a 50% lead over the Bronco. Ford’s off-roader fell short by almost 10% compared to the previous year. The launch of the Bronco faced some challenges, including quality issues and strikes, affecting its sales performance.
In the same period, Jeep sold 156,581 Wranglers, a decrease from the previous year. The rivalry between the Bronco and Wrangler has pushed both companies to improve their offerings. The Wrangler has evolved with new engine options, including a plug-in hybrid and a powerful V8, in response to the competition from Ford.
Looking ahead to 2024, Ford is in a better position than when the Bronco was first launched. With supply chain problems easing, the year should run more smoothly for the automaker. Another contender to watch out for is the Toyota Land Cruiser, which may offer a more affordable alternative to the Wrangler and Bronco. As competition heats up, consumers can expect more options and advancements in the off-road vehicle market. The rivalry between the Bronco and Wrangler continues to benefit enthusiasts with innovative features and improved performance.
