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The Segment Is As Competitive As Ever

2022 Ford Bronco 2-Door Black Diamond Sasquatch Package Night Photo
Image copyright Steven Pham, Muscle Cars & Trucks

It’s hard to believe that we’ve already completed the first quarter of 2024. Companies are releasing their sales figures for their vehicles so far, and it could be looking better for the Ford Bronco. Though Ford has seen a 5.7-percent increase in overall vehicle sales compared to 2023, the Bronco is trending downward significantly.

Q1 2024 Ford Bronco Sales: Details

According to Q1 2024 sales numbers, Ford Bronco sales have dipped 25.8 percent to 24,066 compared to the same period last year. By comparison, the Jeep Wrangler has seen sales increases for 2024, hitting 38,308 units sold within the first quarter of the year, up 1 percent.

2024 Jeep Wrangler Bikini Summer Color

With the Wrangler getting a refresh for 2024, offering more modern touches, more safety features, improved off-road capability, and more. Interest in this updated truck may have something to do with retaining its leadership over the Bronco. Off-road oriented pickup trucks, like the new Chevrolet Colorado and GMC Canyon, are up 12.6 and 9.3 percent, respectively, with the off-road ZR2 and AT4X trims turning over the fastest. The new Ford Ranger is just hitting the market, as is the new Toyota Tacoma and its new Trailhunter trim, as well as the iconic TRD variant, too. More on the way is the new 4Runner, which competes more directly with the Ford Bronco and Jeep Wrangler than the trucks do.

Indeed, we’re still in a golden age for the off-road truck and SUV market, but is it shining as bright as it was a year ago?

Of course, pricing also comes in as a deciding factor for buyers, and with Jeep having reduced the prices of its vehicles over the last year by a significant amount, the brand has managed to make it a much more enticing purchase over the Bronco. Consumers have a hard enough time financially in this day and age; buying a new car only adds to that. With these results, Ford may give the Bronco a price cut to keep it competitive as it did with the Mustang Mach-E against the Tesla Model Y, but we’re not getting our hopes up.

2024 Ford Bronco Raptor Code Orange

Written by Zac Quinn

Zac's love for cars started at a young age, after seeing the popular Eleanor from Gone In 60 Seconds. From there, fascination and enthusiasm blossomed and to this day the Ford Mustang remains a favorite. His first job started out detailing cars, but also provided the opportunity to work on restoration including an 1968 Ford Mustang, Pontiac Firebird, and a C3 Corvette, though he left that job before further work and experience could be had. From there, he was a detailer at a car dealership before quitting that job to try and finish college.

Much of his free time while studying was spent watching YouTube videos regarding new cars, or off-roading. 4WD247 is a personal favorite channel which rekindled a dying flame in car enthusiasm, now tailored towards trucks and SUVs and the fun that can be had building up an overlanding rig, and going on adventures, though, that chapter remains unwritten for the time being.

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