Zac Quinn 
As Ford Bronco sales continue to climb, so is their cut of the cake for the segment. Though the SUV has had a slow start, it continues to gain momentum, and a recent presentation held by Mark Grueber during the 2022 Woodward Dream Cruise reveals just how big of a chunk of the market Ford is getting with sales of the 2-door and 4-door Bronco.
Ford Bronco Sales Continue To Grow With Segment
“Our segment share, we look at the segment for Bronco 2- and 4-Door as medium traditional sport utility vehicles. That includes the Toyota 4Runner and, of course, the Jeep Wrangler. So even in a short period of time, our segment share is a little over 25 percent. But there’s a lot of momentum still building. So these vehicles are selling as fast as they’re heading to dealership lots. So literally, as fast as we can produce them, they’ve got customers waiting to own these vehicles. So our Q2 sales just versus Q1 are already up 32 percent. So a lot of great momentum in terms of Bronco Sales.” Grueber stated.
Ford is also keeping a close eye on visitors to its website configuring the Bronco, as they say it’s an indicator of “future demand.” Grueber also says that data suggests that Bronco customer interest is greater than either the Jeep Wrangler and/or Toyota 4Runner as well, with Ford Bronco search interest coming in 64 percent higher than the Jeep. The conquest rate of the Bronco is also favorable, with a whopping 71 percent of its current customer base coming from outside of having a Ford vehicle. That number is 65 percent for Bronco Sport. Meanwhile, 23 percent of total Bronco sales thus far have been to a millennial customer, while the Bronco Sport sees a 28 percent millennial mix. The “baby Bronco” has continued to see a growth spurt in sales, while the compact SUV segment is down 18 percent overall.
The recent sales numbers from Ford released for Q3 2022 reveal that the number has increased a bit since the presentation took place. In September alone, Ford sold 10,892 Broncos, which is up significantly from last year, where only 3,396 were sold in September 2021. That’s a 220.7 percent increase in vehicle sales. As for the year-to-date, Ford sold 86,387 2- and 4-door Broncos: a 746.6 percent increase in vehicle sales year over year. The Bronco Sport, achieved a total of 20,156 sales for September 2022, up 33.6 percent.
