Wrangler vs. Bronco sales Q2 2024

[Laddyaddy19]

This honestly continues to surprise me. I’ve had several Jeep owners tell me my Bronco has much better road manners and is much more comfortable to drive. And since it’s still so much more rare, I’d think of that as a positive, personally.

Obviously any marginal difference in rock crawling or departure angles or whatever isn’t going to matter to 99% of the population.

But my guesses for the discrepancies in sales:

1. Jeep still a lot of legacy clout, which helps in a lot of ways e.g. people who “always wanted a Jeep”, while most people don’t have enough awareness of Bronco due to shorter recent history and lack of marketing for Broncos

2. I really think people perceive Bronco as being much more expensive than Jeeps. I would be willing to bet that lots of people never even price out the Bronco. I’ve had quite a number of people look at me like I must be rich for owning a Bronco, even when they drive cars that are as expensive or more expensive.

Yep I agree 100%. When I was on the trail last weekend. Two separate atv riders came to compliment my 2021 Bronco and asked if I had to pay a huge dealer markup. They thought my Bronco looks like an $80,000 vehicle. It’s perceived as a “dream vehicle” for a lot of people including myself. Most people are not that in tune with the automotive market and that’s okay.

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[Audiomate]

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/

Ford rushed Bronco production before they were ready. Consequently lots of issues right off the bat. That stained the new 6g reputation. And lack of aftermarket support. Re-sale value vs of a Wrangler. And ultimately, the f’ing YouTubers out there breaking Bronco’s for views. It’s a brand-new vehicle that hasn't been in production for over 30 years, so for its pricing, it is a huge commitment and leap of faith. Most would still go to Jeep because of their lifestyle branding, their cult vibes of YOU BELONG, and the fact that Jeeps have been in production forever, so you know exactly what you are getting.
I came from the Jeep JL platform and went with Bronco because my back was giving up on me with my Jeep. But it was and still is for me a leap of faith since I don't know how reliable my Bronco will be in the next little while, especially with the floppy windows and all those plastic trims. Only time will tell…. But so far, I am loving it and would not go back to the Jeep, even though I miss the solid axle for rock crawling.

 

[heavyD]

I would say the early issues with the roofs and such may have tainted the reliability perception of these vehicles. Several times I have discussed the Bronco with people in the truck community they always bring up that they heard Broncos are POS. That and the fact this is a bit of a role reversal for Ford compared to Mustang vs Camaro sales. Camaro has always been the better performing vehicle but doesn't have the decades old ownership base and isn't as relevant in today's culture. Really in the big picture Bronco sales are still pretty robust for a new model line as lets not forget Jeep and Ram is kind of the only thing keeping Chrysler dealerships going these days. Ford doesn't need the Bronco to carry the brand.

 

[Pressurized]

Hard to overlook the branding... Wranglers have a serious following. I have both, and my wife still prefers to drive the Jeep. She acknowledges that it rides worse and is louder (mud tires) and has less tech, but she still gets in it every morning and heads off to work when both are available to her.

It's a '12 and she's been in it for 11 years... Says when I sell it, she'll drive the Bronco.

 

[JeffL.]

They should also include other businesses that get hit by fewer sales, ie Rubber Duck sales must be down

 

[lakesinai]

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/

Visiting family in Massachusetts, and my nephew drove up in a brand new, lifted Jeep. I said, "how could you drive a Jeep, when there are Broncos? He said, "20,000 price difference! I didn't have the extra $20,000. His first new car.

 

[dgorsett]

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.


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

And, if I recall correctly, you have to go all the way to a Rubicon to get a locker.

 

[Brian_B]

Several times I have discussed the Bronco with people in the truck community they always bring up that they heard Broncos are POS.

I’ve had a lot of people bring this up to me when they see my Bronco too - mostly from the Toyota camp.

 

[Lobster]

You think the Wranglers and Broncos are overpriced until you see the Polaris pricing.

Can-am is up there also. New Can-am Spyder Canyon bedrock tops out at $42000cdn pus freight and 15% HST here in Fredericton, New Brunswick Canada.

 

[Lobster]

I see many Wranglers and Gladiators that are rental vehicles. I don’t see Broncos being used as rentals. Hope it’s stay that way imo.

Wrangler appeals to more non enthusiasts because it has been around forever. I see 80 year olds driving them. The Bronco has been out for 3 years now and people still come up to me saying they didn’t know that Ford is making Broncos again.
Ford still doesn’t advertise the Bronco much.

 

[Lobster]

Saw a new ad not tv for the Broncos, sport and full frame saying to get outside.

 

[Nc211]

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.

I agree with the statement on how many buyers brought over from elsewhere. I’m coming from Mercedes and completely new to the Wrangler / Bronco world. I looked at both (Sahara / OBX), and it was no brainer to a buyer like me. The Bronco’s advantages in daily living with it was a clear winner to me.

 

[Mosnowman]

I have a 2023 Bronco Badlands and my Bro in law just bought a new Wrangler...

Mine rides better, is quieter, and I don't bump my head every time I get out of my Bronco. When riding in his jeep I bump it every time. Jeep? No thank you.....

 

[hemiblas]

I have a 2023 Bronco Badlands and my Bro in law just bought a new Wrangler...

Mine rides better, is quieter, and I don't bump my head every time I get out of my Bronco. When riding in his jeep I bump it every time. Jeep? No thank you.....

My wife said my jeep is "unstable" after driving a Bronco with all wheel drive and it's IFS. The jeep does have a few advantages though. It is smaller so easier to park and easier to get around town. Better visibility out of the front window. My 2.0 with etorque is def zippier than the Bronco. To me the jeep is more fun to drive, but I can see her point.

 

[LowerSlowerDelaware]

The answer for the drop in Bronco sales is being advertised right in front of your face.

Ranger Raptor is a better value, lower cost option than the Bronco Raptor.

After testing driving both, I'll take Ranger's Substance over the Bronco's Form

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