The Ford Bronco continues to deal with immense levels of hype and demand in the face of industry headwinds. People really, really want this thing. But if you thought that the Bronco’s arrival would spell doom for the iconic Jeep Wrangler, that’s where you’d be wrong. Over the past six months, the Wrangler has maintained a strong sales lead over the Bronco, despite some customers switching over from the seven slot grille to the kicking horse.
Jeep Wrangler V Ford Bronco: Sales Over The Last 6 Months
Looking at the sales results for the last six months, we can see Jeep still sells about twice as many Wranglers as Ford Broncos. This is pretty unexpected as the Bronco is considered the better off-roader and because it’s also the most popular out of the two with customers. Within the first half of the year, Ford sold around 55,000 Broncos, where Jeep was just shy of the 100,000 mark with the Wrangler. These results don’t include the Ford Bronco Sport, as it has no ambition to compete against the Wrangler, and competes more with the likes of the Jeep Cherokee and Jeep Compass.
Considering Jeep Wrangler sales numbers have remained steady even as Ford started churning out the Bronco, it’s clear the market has a demand for more off-roaders. The fact that we haven’t seen the Bronco make a dent in Wrangler sales shows that both brands likely have more prospective buyers than how many vehicles they can build. That’s definitely the case for the Ford Bronco, where customers are waiting up to a year or possibly longer to get their SUV.
If Ford was able to build more Broncos, there’s no doubt that things would’ve looked different for the first half of this year. Not necessarily because Wrangler sales would fall, but because Ford would’ve sold many more Broncos. At the very least, it would be able to sell as many as Jeep due to its capability and more modern design. While the next generation of the Wrangler is still a few years away, customers are drawn to the 4xe as one in ten Wranglers sold is of that variety.