It’s no secret that the Ford Bronco and Jeep Wrangler have been bitter rivals for decades now, and that rivalry was renewed once again when the former returned for the 2021 model year and a sixth generation following a quarter-century absence. Since its launch, the Ford Bronco has attracted its fair share of Wrangler owners over to the Blue Oval side, a fact that was once again highlighted via a recent study from S&P Global that also discovered some interesting financial differences between Bronco and Wrangler owners, as Ford Authority reported last week.
The Jeep Wrangler has been the biggest conquest for the Ford Bronco thus far, which we already knew, but this study adds a few interesting figures to that fact. It points out that following the Bronco’s launch last summer, the Wrangler’s conquest/defection ratio has been steadily declining, most recently from 1.35 from January 2020 to May 2021 to 1.11 from June 2021 through March 2022. Over the past nine months, more Wrangler owners have defected to the Bronco than any other brand, with defection rates reaching between 9-10 percent in the first three months of 2022.
Of course, the Bronco is still new and in high demand and low supply while the Wrangler is a well-established product, but these numbers are undoubtedly interesting and prove that Ford has built a truly compelling product, even for many that were previously loyal to another brand. It’s also yet another data point that shows the many differences between Wrangler and Bronco owners, in spite of their similarities.
Meanwhile, those that own a Bronco may be better protected in the event of an offset frontal collision as well after the 2022 Wrangler once again rolled over and flunked that particular test from the Insurance Institute for Highway Safety (IIHS), while Ford’s rugged SUV managed to ace the same test, as Ford Authority reported last week.
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.
Representing the compact pickup's best quarter ever.
The Mustang's got a head start, though.
Interest-free financing and more on all-electric full-size pickup truck.
The lowest-mile example we've seen in some time.
Outrunning some serious machinery in the process.
Though it expects to offset that loss via energy storage systems.
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Not after they hear about the 2.7L V6 engine problems, or are regretting buying a Bronco over a Wrangler if they have the 2.7L V6.
yeah, how many regret it
Bronco Raptor photo shoot here in Palm Springs, stay tuned for next week’s reveal
You lost my attention at, "It’s no secret that the Ford Bronco and Jeep Wrangler have been bitter rivals for decades" #Fakenews
I was looking for a new vehicle so I could use my daily Silverado a break and use as a backup/tow vehicle. I though about the Bronco, but the only ones available are that nasty yellow and or overpriced. The nail in the coffin was the engine blowing up. Im back to looking at Jeeps. The Bronco looks like a bigger Renegade anyway.
Every car truck has problems at first the bronco looks good but you have to be rich to get the best one the jeep is cool you can make it a dune buggy but you still have to be rich to get the real off road version then you have to be rich to fix both if you want to look like a off road monster buy a cheep jeep and fix it up if you want to just have fun buy a ATV
Ford: Problem "We have this garbage suv, what can we do with it? Solution: "Shelve it for over 2 decades and hope people forget how much it sucked!"
Some how I doubt that 🤔
Will never forget the “ roll over bronco II” era. That’s what shelved the bronco. They treed to bring it back under the explorer monicker but faced same issues. Was built too tall and narrow. Only after was bronco lowered and slightly widened did it become relatively save. And gird tried to blame it in Firestone tires. Considering that caused a spilit in fords family. Firestone and ford families are literally married to one another. Thanksgiving had to be fun at dinner table.
Jeep is head and shoulders above bronco, best off roader out there. Still highest resale value.