Comparing 2024 Auto Sales: Ford Bronco and Jeep Wrangler

Back in 2019, Ford provided us with the first proof that a new Bronco was in development. Now, almost four years after its launch, production has stabilized, setting the stage for a showdown between the 2024 Ford Bronco and the 2024 Jeep Wrangler. The big question remains: which one will American consumers prefer?

2024 Q1 sales:

  1. Jeep Wrangler – 38,308 (+ 1.0%)
  2. Ford Bronco – 24,066 (– 25.9%)

In the first quarter of 2024, Jeep Wrangler outsold Ford Bronco, surprising many due to its convertible nature. Jeep not only beat Ford in this market segment, but it also surpassed its own Q1 sales from the previous year by a few hundred units. Overall, it was a good quarter for Stellantis, despite declining sales of other discontinued models like the Chrysler 300 and Dodge Challenger.

2023 Q1 sales:

  1. Jeep Wrangler – 37,971
  2. Ford Bronco – 32,430

In 2023, Jeep Wrangler continued to dominate, outselling Ford Bronco by almost 50% throughout the year. Despite selling 105,665 units, Ford’s off-roader underperformed compared to the previous year. The competition between Bronco and Wrangler has been influenced by various factors, including disruptions caused by the pandemic and labor strikes.

Meanwhile, Jeep sold 156,581 Wranglers in the same period, down from the previous year and significantly lower than 2019 figures. The introduction of the Bronco caused a shift in consumer preferences, resulting in a decline in Wrangler sales.

Why they matter:

This rivalry between Ford Bronco and Jeep Wrangler benefits enthusiasts as it drives innovation and improvement in both models. The competition between the two has led to advancements in the Wrangler’s engine options and the development of specialized models like the Wrangler Rubicon 392 and the Bronco Raptor.

What to look for in 2024:

2024 promises to be a year of equal competition between Ford and Jeep, with supply chain issues easing and both brands aiming to attract consumers with new features and options. In addition, the introduction of the Toyota Land Cruiser into the mainstream market may provide additional competition in the off-road SUV segment, offering consumers more choices in the enthusiast-friendly market.