Ford Bronco sales posted healthy increases in the United States and Mexico during the third quarter of 2022.
| MODEL | Q3 2022 / Q3 2021 | Q3 2022 | Q3 2021 | YTD 2022 / YTD 2021 | YTD 2022 | YTD 2021 |
|---|---|---|---|---|---|---|
| BRONCO | +235.48% | 31,545 | 9,403 | +746.60% | 86,387 | 10,204 |
| MODEL | Q3 2022 / Q3 2021 | Q3 2022 | Q3 2021 | YTD 2022 / YTD 2021 | YTD 2022 | YTD 2021 |
|---|---|---|---|---|---|---|
| BRONCO | +188.60% | 4,329 | 1,500 | +442.64% | 8,259 | 1,522 |
| MODEL | Q3 2022 / Q3 2021 | Q3 2022 | Q3 2021 | YTD 2022 / YTD 2021 | YTD 2022 | YTD 2021 |
|---|---|---|---|---|---|---|
| BRONCO | * | 499 | 0 | +20,916.67% | 1,261 | 6 |
The Bronco’s 235 percent jump in sales volume enabled it to outsell one of its key competitors, the Toyota 4Runner, while closing the gap with its other rival, the Jeep Wrangler. In fact, the Wrangler managed to post an uptick in sales volume of three percent to 47,659 units, outselling the Bronco by roughly 16K units. Meanwhile, the 4Runner saw a 25 percent decrease in sales, enable the Bronco to outsell the Toyota entry by roughly 5K units for the first time since the launch of the reborn Bronco.
| MODEL | Q3 22 / Q3 21 | Q3 22 | Q3 21 | Q3 22 SHARE | Q3 21 SHARE | YTD 22 / YTD 21 | YTD 22 | YTD 21 |
|---|---|---|---|---|---|---|---|---|
| JEEP WRANGLER | +3.51% | 47,659 | 46,044 | 45% | 51% | -10.66% | 147,156 | 164,710 |
| FORD BRONCO | +235.48% | 31,545 | 9,403 | 30% | 10% | +746.60% | 86,387 | 10,204 |
| TOYOTA 4RUNNER | -25.15% | 26,590 | 35,526 | 25% | 39% | -11.43% | 93,419 | 105,475 |
| TOTAL | +16.29% | 105,794 | 90,973 | +16.61% | 326,962 | 280,389 |
From a segment share standpoint, the Wrangler accounted for a leading 45 percent share, a decrease of six percentage points from the year ago quarter. The Bronco accounted for 30 percent, up 20 percentage points, while the 4Runner slid 14 percentage points to 25 percent share.
The midsize off-road Sport Utility Vehicle (SUV) segment grew an average of 16 percent to 105,794 units during Q3 2022, meaning that the Bronco significantly outperformed the segment average.
Q3 2023 was an incredible quarter for the Bronco, which finally began to outsell the 4Runner while closing the gap on the Wrangler. In fact, it seems that Bronco sales are growing at the expense of both of its direct rivals.
It’s worth noting that the Blue Oval is currently focused on building existing customer orders as opposed to Broncos earmarked for dealer inventory. This high demand, low supply scenario has caused many Bronco reservation/order holders to wait for months and, in some cases, as long as a year to get their new wild horse. Luckily, order banks for the 2023 Bronco opened this August, as Ford Authority was first to report back in May. That said, it seems that Ford is allocating materials to Bronco production, enabling the gains seen during Q3.
Since its launch in mid-2021, the Bronco has racked up all kinds of attention, demand, as well as awards and accolades, including recently winning a five-year cost to own award as a result of low expected cost of ownership. Ford’s rugged SUV was also crowned the 4×4 of the year at the 2021 SEMA Show, further illustrating the immense amount of interest in Ford’s reborn off-roader.
Looking ahead, we expect Ford Bronco sales to continue growing, limited only by the ability of the Ford Michigan Assembly plant to produce the vehicle. The facility is currently prioritizing Bronco production at the expense of the Ford Ranger, which is the second vehicle made at the plant.
A pretty cool tailgating rig, we'd say.
It's unclear what those export markets will consist of.
It didn't top every category, but was the best all-around.
The term could also be used on merchandise.
The exec has done this for the past couple of years.
Resulting in a huge repair bill.
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I wish I've waited for way over 2 years for my Bronco and when Ford finally built it and made delivery my dealership sold it right out from under me, and I'm sure it was at MSRP Ha! Ha! And I couldn't do anything about it!!! Ford stinks!!!
That’s unfortunate you had a lousy dealer one did it my cousin on a new kings ranch 150 bunch of a holes
Stopped at a dealership because I saw several Broncos on the lot. We currently have submitted an order. Was offered a salesman’s 2021 black diamond for $73000. The salesman had already received a newer Bronco and wanted to sell this one to me personally in the Ford dealership lot. According to the salesman, all the salesman on the lot ordered Broncos and some were on their second ones. As a loyal Ford owner, I feel cheated.
I've been waiting 2 years so far and still don't have mine... absolutely insane.
You sure you still have an active order?
Like Joni, Ive had to convert/reorder mine three times now. January 2021 (for a 2021), October 2021 (for a 2022), and again last month September 2022 (for a 2023). In the meantime, prices have gone up over $4k and some features have been removed! (digital display temperature control knobs, sound deadening headliner, etc)
“his high demand, low supply scenario has caused many Bronco reservation/order holders to wait for months and, in some cases, as long as a year to get their new wild horse.”
HA! I made my reservation July 14th 2020 at 7am. less than 12 hours from the first reveal. That was 825 days ago. 27 months and 3 days. TWO YEARS. Still not scheduled, along with 100+ at my dealership with reservation timestamps days/weeks of mine.
Ford is not building these in timestamp order. They are bending backwards to the corporate owned dealers and ignoring the smaller non-group dealers out in the countryside. 86,000 broncos for thee but not a single one for me.
Everyone that knows i have a bronco on order knows i reserved the first day. Its a JOKE to everyone im still waiting for it. When friends of friends ask each other how im doing they go, “hes got a kid, a wife, and a house now… and hes still waiting for his bronco LOL”. Wont be long before im a full blown meme
Most of these dealerships are jacking up the prices and Ford would have to make hundreds of thousands of Bronco to stop these dealer's from making outrages money from the Bronco's they get in. And they're selling a lot of these Bronco's to people that work at these Dealership's!! Way to go FORD
Am I to understand that your dealer took a deposit to queue you for Ford’s queue?
I hope they are at least paying you interest on the pre-queue loan you gave them (esp if they can’t get you into Ford’s queue.)