Market Interest Remains High for Both Ford Bronco and Jeep Wrangler

Leo Sfikas is a service-focused general manager with extensive experience in the automotive industry. To best serve the needs of clients and optimize sales, Leo Sfikas follows industry developments, such as the revival of the Ford Bronco sports utility vehicle.

Ford revived the Bronco in 2020. Many believed the revival would double as the first true challenger to the Jeep Wrangler in decades. So far, the results have been difficult to interpret.

In raw sales numbers, the Jeep Wrangler has outsold the Ford Bronco at a rate of almost two-to-one. However, research indicates demand is less of a problem for Ford than production. Between June 2021 and June 2022, the Bronco sold approximately 54,842 units, compared to the Wrangler’s 99,497 units.

That said, the landscape of the modern automotive industry is influenced far more by a manufacturer’s ability to produce vehicles, with demand remaining high across the board. Therefore, while Ford is moving thousands of Broncos monthly, Wrangler sales have not been notably impacted, falling only 16 percent after the Bronco became widely available in 2021. The data indicates that room in the market exists for Ford and Jeep, but more Jeep models are available.

Furthermore, the Bronco brand has outsold the Wrangler when accounting for the 58,549 Bronco Sport cars sold, bringing the Bronco’s total to 113,391 units. However, many do not consider the Bronco Sport a Wrangler competitor.