Ford Authority

Jeep Exec Dunks On Ford Bronco While Owners Defect To The Blue Oval

It was quite clear from the day that the 2021 Ford Bronco was revealed over one year ago that the Jeep Wrangler finally had a direct and worthy competitor. Since then, Jeep has worked to counter the new Ford Bronco by offering things that it doesn’t (for now) – like the V8-powered Rubicon 392 and 4xe plug-in hybrid. But deep down, it’s pretty clear that the automaker is also worried about the Bronco stealing its crown, as Jim Morrison, head of Jeep in North America, just can’t stop talking about Ford’s reborn off-roader.

Last year, Jeep sent out a memo to its dealers making a feeble attempt to reassure them that the Wrangler was still a superior product to the Bronco, which turned out to be an internet meme of sorts. Then, Jeep began offering a doors-off mirror kit after it was announced that the Bronco’s side mirrors would remain attached to the vehicle even when the doors were removed. Now, at the recent 4Fest gathering in Michigan, Morrison was taking more shots at the Ford Bronco and its recent hardtop woes.

“It’s going to rain on Saturday, so I don’t think there will be any Broncos here this weekend,” Morrison told Detroit News. “It’s the love each customer has of the brand and for the community because that is quite frankly what competitors can’t copy. We’ve had our best-ever sales success. I just think it shows the strength of our customer base. There’s no doubt there’s going to be a lot of F-150 people driving Broncos. For me, the proof for the strength of the Jeep brand is in the results of the sales it keeps kicking out and more importantly, the passion of our customers that keep staying true to the brand.”

Indeed, Wrangler sales have enjoyed three straight quarters of record sales thanks in part to the fact that Jeep has prioritized the semiconductor chips it has on hand for its hottest models. However, Morrison seems to be a bit blind, perhaps purposely so, to some other recent market trends.

Bronco sales have yet to truly take off due to the aforementioned hardtop issues, but the demand is certainly there, as we’ve seen from a number of crazy markups and vehicles being sold for well over MSRP on the secondary market as well. Then, there’s the fact that a whopping 70 percent of Bronco buyers are defecting from other brands, including Jeep.

The same also holds true of the Ford Bronco Sport, which has enjoyed a tremendous number of conquest sales – 63 percent of its total thus far – with most of them coming from Jeep. But perhaps that should come as no surprise, given the fact that a recent comparison test embarrassingly ended with the Bronco Sport being chosen over the Wranger – a vehicle that it doesn’t even directly compete with.

Yes, the times, as they say, are clearly changing, and once Ford straightens out its supply chain issues, the Bronco looks destined to take over the Wrangler’s long-held spot at the top of the off-road SUV market – no matter how much shade Jeep executives attempt to throw its way.

We’ll have more on the Bronco soon, so be sure and subscribe to Ford Authority for more Ford Bronco news and around-the-clock Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. Michael Fornetti

    I tried out two Bronco’s one a two door and one a 4 door.
    Nice motor and transmission but extremely poor fit and finish, a lot of wind noise and poorly fitting windows, funky instrument readout on dash.
    My 5 year old JK Rubicon is not at all threatened by Ford’s offering.

    1. Steve

      This guy is lying thru his teeth. I have had a 2000 Wrangler and now have a 2021 Jeep Wrangler and the fit and finish, the instrument panel is a lot better in the Bronco. The seats are more comfortable in the Bronco and there is no wind noise in either. Bronco is going to make Jeep step up their game because Bronco has a lot of great features for a great price. It’s about time this has happened cause Jeep has barely changed anything and now a great direct competitor will change all that if Jeep wants to continue to remain number 1. Only issue Ford Bronco had is getting the roofs right and Covid it will get worked out.

      1. Danny

        How can you “claim” a person is lying about a personal experience they themselves had with the vehicle? We’re you also riding with him?

    2. Shawn

      He can read whatever he wants bro do you control who comes on here and who don’t?

  2. J Garner

    So a puff piece from a Ford enthusiast is supposed to help people make an informed decision on an off road vehicle? I don’t think so. Ford wants to be relevant in the off road market but they continue to fail across the board. If someone trades in a Wrangler for a Bronco Sport then they were/are posers from the start. The Bronco Sport is equivalent to the Jeep Renegade in every way except more expensive.

  3. Rob B

    Just wait until the frontal offset testing is complete on the Bronco … might have Jeep “flipping” at the results.

  4. David

    Didn’t Jeep copy the Bronco Coil over Axle suspension back In the Day?

  5. John

    There is more than enough room in the market for both vehicles. With how hot the SUV and tough off roader market is, I’d wouldn’t at all be surprised to see Jeep’s sales grow even with the new found competition from Ford taking customers.
    Jeep also has a deeply loyal fanbase, arguably the strongest one in the entire industry. If anything, the Bronco brings more attention to a market of vehicles that some people wouldn’t have ever considered owning.
    That being said, if I had to choose a new off roader to purchase, it would be a Suzuki Samurai. Unfortunately we just aren’t going to get them in the US. I’ve spent a lot of time behind the wheel of an 88 Samurai, and it’s about the most fun one can have on and off road. I’ve driven Wranglers from multiple generations, and they are great characterful vehicles, but the new ones are a bit lumbering and large.

  6. Thomas Layman

    I am a Ford man so am a little biased but I’ve always thought Jeep was committing Hwy robbery with it’s pricing on their little Jeeps they’ve had for years (Wranglers?) Here’s a vehicle with WWll styling that never changes, a built-in fabricated grille sometimes doors of cloth or canvas along with the roof. Also the fenders have no style. When I first saw the Sticker Price on a new one I was amazed at what a RIP-off this company was pulling by making a vehicle with minimal quantity of materials and then never having to go through any cost of redesigning by simply reissuing the same Model T type creation year after year. What a Racket and at such a high price. It’s about time somebody challenged their market share. Go Ford!

  7. Thomas Layman

    Also… no glass? Plastic windows that yellow with age? Pathetic.


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