Wrangler vs. Bronco sales Q2 2024

[BroncoBeachBuggy]

Q2 sales 77,204 Wranglers (-9.0%), 50,153 Broncos (-14.4%).

Wrangler holds a strong 50% or so sales advantage. I don't mind that as I personally would like the Bronco to be more exclusive. Same with Bronco having roughly a 50% more YoY decline in sales. Both down due to economy, but more so Bronco.

I like the exclusivity, but makes me wonder why both metrics show people prefer to buy Wranglers?

https://www.autoblog.com/article/2023-auto-sales-and-2024-preview-ford-bronco-vs-jeep-wrangler/

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[PWillette]

My guess is the Gladiator gives people an option not available in Bronco form.

I presume Gladiator to be included???

 

[PrepVet]

My guess is the Gladiator gives people an option not available in Bronco form.

I presume Gladiator to be included???

I don't believe so, and if it was it would tank the numbers further.

 

[BigHoof]

And don’t forget, a lot of last year 2nd qtr Bronco sales were from people still waiting for their preorders that were never filled. So that would account for some of the drop. I think until the aftermarket catches up with what is offered for the Jeeps, probably will continue to sell less.

 

[indio22]

Q2 sales 77,204 Wranglers (-9.0%), 50,153 Broncos (-14.4%).

Wrangler holds a strong 50% or so sales advantage. I don't mind that as I personally would like the Bronco to be more exclusive. Same with Bronco having roughly a 50% more YoY decline in sales. Both down due to economy, but more so Bronco.

I like the exclusivity, but makes me wonder why both metrics show people prefer to buy Wranglers?

https://www.autoblog.com/article/2023-auto-sales-and-2024-preview-ford-bronco-vs-jeep-wrangler/

One possible reason for the Wrangler sales advantage ... here is the lowest price getting into each vehicle:

$39,630 - Bronco
$31,890 - Wrangler
$ 7,740 - difference

Personally I don't want the exclusivity. In my book, the more Broncos sold the better, for now and the future. I'd like Bronco to have a very long production run, to have lots of aftermarket and used parts available, and most definitely not be a big spender type of vehicle.

Unfortunately the Bronco prices are not looking good in that regard. Hoping someday the base model comes back.

 

[userdude]

Ford is selling fewer at greater cost having not had loyal customers buying the Bronco for >20 years. Until recently, the Jeep was still a decent buy in comparison. If Ford got their pricing act together and dealt with some of the absurdities like the cheap interior, and more aggressively marketed it as the Jeep Wrangler for the common man (not the hardcore SAS fan), they'd have that breakthrough. Because the Bronco is simply more fun to drive and 99% as capable.

 

[Blackcat]

Makes me wonder if Ford is regretting taking away the base and basically giving that business back to Jeep. Granted, I'm not sure how many bases were sold, but I love mine. It has absolutely everything I need, rides great (much better than my wife's Wrangler Sahara), and is the perfect entry into the Bronco.

 

[FourHorses]

I've had all three. A Bronco, a JL and a JT. The Bronco is the newest of the three, so it is still in the honeymoon phase. The JL and JT are simply too small inside. Narrow in the shoulders, minimal leg room, rough ride, not to mention death wobble, broken visors and such. What they do have is an incredible aftermarket following, diehard cult like fans, better fit and finish, better paint selection, better top designs in soft and MIC, painted top options, painted fender options, lower starting MSRP, multiple engine selections, options that aren't locked to trim levels. I prefer Fords and Ford designs. I've had over 20 Fords and 3 Mopars. We always knew it would be difficult to knock the Wrangler off the pedestal. We shouldn't be worried about how many Wrangler buyers we stole, or how many Wranglers are sold, but how many new buyers we brought to this market. The total sales in the market are what is important. Competition is good for all. It will make both models better. Look how good the Ram and F-150's are now.

 

[userdude]

Makes me wonder if Ford is regretting taking away the base and basically giving that business back to Jeep. Granted, I'm not sure how many bases were sold, but I love mine. It has absolutely everything I need, rides great (much better than my wife's Wrangler Sahara), and is the perfect entry into the Bronco.

I didn't even know about the base or I would've really considered it. I don't know why, but it wasn't in B&P back in mid/late 2021 when I was going through ordering. To me, it's a little bit of an acquired taste. If they brought it back and really marketed it to old Bronco and Jeep lovers, it would sell, but I think Ford thinks they need that window sticker juice.

 

[CPL_Rabbit]

One possible reason for the Wrangler sales advantage ... here is the lowest price getting into each vehicle:

$39,630 - Bronco
$31,890 - Wrangler
$ 7,740 - difference

Personally I don't want the exclusivity. In my book, the more Broncos sold the better, for now and the future. I'd like Bronco to have a very long production run, to have lots of aftermarket and used parts available, and most definitely not be a big spender type of vehicle.

Unfortunately the Bronco prices are not looking good in that regard. Hoping someday the base model comes back.

A 20% difference is very hard to ignore, if you're cross-shopping.

 

[FourHorses]

A 20% difference is very hard to ignore, if you're cross-shopping.

Getting a lot more on the Bronco at the entry point than at the entry on a Wrangler, but yeah hard to ignore.

 

[Toccoa]

Both Ford and Jeep need to get their pricing in order. They seem to have forgotten where they are in the automotive pecking order.

 

[SeptuagenerianSasquatch]

Also, production. More Jeeps on more dealer lots = more sales.

Edit: The US automakers are cutting down on EV production, that I do know. What I wonder is: will Ford increase production with popular ICE vehicles, notably their pickup line and Bronco?

 

[userdude]

Both Ford and Jeep need to get their pricing in order. They seem to have forgotten where they are in the automotive pecking order.

 

[RagnarKon]

Makes me wonder if Ford is regretting taking away the base and basically giving that business back to Jeep. Granted, I'm not sure how many bases were sold, but I love mine. It has absolutely everything I need, rides great (much better than my wife's Wrangler Sahara), and is the perfect entry into the Bronco.

I doubt they regret it. It was a good trim to launch a vehicle with because of the low price point. But it was their least popular of the "normal" trims, and after a few years that Base trim has to compete with the used Bronco market. Sales would have continually fallen as time goes on.

The Wrangler Sport is also their least popular trim, but obviously the Wrangler is a hugely important product for the Jeep brand. It is basically THE iconic Jeep product and their second best-selling vehicle after the Grand Cherokee. Getting rid of the Wrangler Sport would be similar to Ford getting rid of the F-150 XL.

Both Ford and Jeep need to get their pricing in order. They seem to have forgotten where they are in the automotive pecking order.

Heh, always makes me laugh when people say Jeeps are so much cheaper because... they're just... not.

• Big Bend / Sport S
  • Ford: $40,370
  • Jeep: $40,690
• Black Diamond / Willys
  • F: $44,070
  • J: $44,590
• Outer Banks / Sahara
  • F: $47,190
  • J: $49,790
• Badlands / Rubicon
  • F: $51,395
  • J: $51,890
• Wildtrak / Rubicon X
  • F: $60,785
  • J: $61,295

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