The Ford Bronco has attracted buyers to The Blue Oval at an impressive rate, and its biggest conquest thus far has been its chief rival – the Jeep Wrangler. With Bronco sales steadily rising along with production numbers, many buyers of Ford’s rugged SUV are paying cash and adding them as extra vehicles rather than buying a Bronco to replace an existing vehicle. Thus, it isn’t terribly surprising that new data from S&P Global suggests that Ford Bronco buyers are also wealthier and more loyal than Wrangler customers, too.
The Bronco has thus far garnered a six percent share of the rather broad Compact Utility segment, trailing the Wrangler just a tad, which still owns around 7-9 percent of the segment. However, S&P notes that the Bronco hasn’t necessarily stolen share from the Wrangler, but rather, the Honda CR-V, Jeep Cherokee, and Nissan Rogue have all lost share since the Bronco’s launch.
Perhaps the most interesting data from this analysis, however, is that Bronco owners are slightly younger with marginally higher incomes than Wrangler owners, with a larger percentage of male owners. In terms of demographics, Bronco owners are mainly of Western European descent, and less likely to be African American, Asian, or Hispanic, and almost twice as likely to have a pickup in the garage, too – with around half owning another Ford vehicle of some sort.
That shows a bit more brand loyalty on the part of Bronco owners, as around 40 percent of Wrangler owners own another Jeep of some sort. In terms of finances, Bronco owners have higher credit scores on average, while Wrangler owners are eight times more likely to lease than buy when compared to Bronco owners. Better credit also means that Bronco owners are shelling out lower monthly payments than Wrangler owners for both loans and leases, yet another sign that Bronco buyers are more well-off, financially speaking.
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.
A very nice example of this generation SUV.
A feature that could come in handy during extremely cold temps.
Many are carrying that debt into new vehicle purchases.
Something it did just a couple of years ago, too.
Continuing to grow its sales with each passing month.
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Interesting...but not surprising.
They specifically determined they are of western European descent? Almost all demographic forms just say white for anything purchase or automotive related.
2021 Bronco Sales – ~35,000
2021 Wrangler Sales – 204,610
The truck hasn’t been on the road long to even get dirty and they are talking brand loyalty?
How many of those cash purchases were made using a home equity loan so they can write off the interest?
Of course they are wealthier. Broncos are far more expensive in my country than the Wranglers.
Well yeah there is only a few good broncos mostly the BRAND NEW suv. Those poors couldn't afford a new bronco and definitely don't want the old ones.
Nobody cares!
... in all likelihood, these numbers are skewed by the fact that so
many "owners" bought Broncos to quick-turn a buck, rather than
as a fan of Ford or for actually wanting it permanently. Wait until
the 4th year of production. If supply chain pando war gas problems
ease, the stats could prove differently.
(but if anyone wants to trade my kidney for a red Wildtrack, look me up)
.
A few points need to be made before we get too cocky about the Bronco. Jeep’s are, have been and remain awesome off-roaders. One of the things you have to love about them that Ford can learn from is not drastically changing the body style. Ford has a good thing going right now largely because it is much like the ‘66-‘77. Look how long Jeep has had the Wrangler “style” and look at the continued sales and popularity. When Ford started changing the Bronco in ‘78, it was the beginning of the end until now. As far as people buying Bronco’s versus Jeep, you can’t lease a Bronco -it’s purchase only. I (along with many) love my 1st gen Bronco and because of the similarity have a Bad Squatch on order. Keep this style!!!!
A few points to make:
Jeeps are, have been and remain awesome off roaders and vehicles.
They’ve kept the same basic body style all these years and still selling well! Ford needs to learn from this!
The reason the Bronco generating sales is because of the similarity of the 1st gen. and the outstanding job they’ve done in building it.
‘78 was the beginning of the end of the “Bronco” until now.
Don’t change this style!!! Jeep is a perfect example!
Purchases are largely due to not being able to lease a Bronco.