The Ford Bronco is a vehicle that’s indeed living up to the hype, having been on the market for nearly two years now. If anything, Ford Motor Company has to find ways to build more of them to meet the wild demand. And as one could imagine, the Bronco seems to be taking the fight directly to he Jeep Wrangler. And perhaps it was easy to assume that the Bronco would simply show up and start dominating the market, but that simply isn’t the case just yet.
Jeep is standing its ground and finds the latest research from IHS Markit supporting the claim that Jeep Wrangler owners are not completely abandoning their vehicles. Their research finds that through March of this year that the Jeep Wrangler has outsold the Bronco by 9,000 units. That being said, year-to-year sales are down for the Wrangler by 8-percent. But with supply chain issues ongoing, that’s to be expected. The Ford Bronco isn’t faring well in that department, either.
That being said, IHS Markit research found that more Jeep owners have switched over to the Ford Bronco over any other brand. When it comes to who owns which vehicle, we know that Bronco owners tend to be younger with higher incomes, and better credit than Wrangler owners, as well. Additionally, according to the study, both the Bronco and the Wrangler are owned primarily by males despite the notion that a Jeep Wrangler is a “chick car.” The Jeep is maintaining a steady 7-9 percent market share while the Bronco maintains a 5 percent share so far.
Ultimately, what seems to be happening is that even as the Ford Bronco hasn’t fully eaten the lunch of the Jeep Wrangler, the off-road SUV and truck segment is a growing, exciting, and youthful one, and there appears to be plenty of room in the sandbox for everybody at the moment.