Five years ago, Ford gave us our first concrete proof that a new Bronco was in the works. At the time, we had no clue what would transpire when the revived 4×4 came to market, and now, nearly four years after its tumultuous launch, production has more or less stabilized, setting the stage for a showdown decades in the making. Sure, we can compare the Bronco and 2024 Jeep Wrangler all day long, but the proof is in the pudding: Which one do Americans want to buy? Here are the numbers and why they matter.
2023 mainstream midsize off-road SUVs
The numbers:
Jeep Wrangler – 156,581
Ford Bronco – 105,665
Although the revived Bronco made a strong comeback, in 2023, the Jeep Wrangler outsold it by nearly 50%, with only 105,665 Bronco units sold. This was a decrease from 2022 by nearly 10%, and the COVID-19 pandemic played a contributing role in this, as well as Ford’s initial quality crisis and labor strike. Meanwhile, Jeep managed to sell 156,581 Wranglers in the same period, a decrease from 2022 by nearly 20% and drastically down from 2019 when Jeep moved 228,032 of its soft-top four-wheelers.
Why they matter:
The sales numbers are a clear indication of the competition between these vehicles, and the consumer ultimately wins in this rivalry. This rivalry has prompted both Ford and Jeep to continuously enhance and improve their vehicles, resulting in a better breed of SUVs. Ford’s hard work has kept it one step ahead with a Raptor model that rivals the Wrangler Rubicon 392, while Jeep has been pressured to stay ahead in the off-road market.
What to look for in 2024:
In 2024, Ford is no longer as hindered as it was when the Bronco initially launched. With supply chain issues easing, the production and sales of Bronco and Wrangler will only go smoother in the coming year. Additionally, the introduction of the mainstream Toyota Land Cruiser might provide a more affordable alternative for buyers looking for a premium off-road vehicle. This could impact the market for the Bronco and Wrangler, ultimately providing more options for consumers.
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