Ford Authority

Ford Bronco Sales Cut Into Jeep Wrangler, Toyota 4Runner Share Q1 2023

Ford Bronco sales increased in the United States while decreasing in Mexico during the first quarter of 2023.

Ford Bronco Sales - Q1 2023 - United States

In the United States, Ford Bronco deliveries totaled 32,430 units in Q1 2023, an increase of about 38 percent compared to 23,573 units sold in Q1 2022.
MODEL Q1 2023 / Q1 2022 Q1 2023 Q1 2022
BRONCO +37.57% 32,430 23,573

Ford Bronco Sales - Q1 2023 - Mexico

In Mexico, Ford Bronco deliveries totaled 310 units in Q1 2023, a decrease of about 20 percent compared to 388 units sold in Q1 2022.
MODEL Q1 2023 / Q1 2022 Q1 2023 Q1 2022
BRONCO -20.10% 310 388

Competitive Sales Comparison (USA)

Ford Bronco sales increased 38 percent during Q1 2023, keeping The Blue Oval’s rugged pony solidly in second place with 32,430 sales.

The segment’s most popular vehicle, the Jeep Wrangler, saw its sales slide 17 percent, with 37,971 deliveries last quarter. The Toyota 4Runner once again brought up the rear, selling 21,116 units, a 40 percent decrease year-over-year.

Sales Numbers - Midsize Off-Road SUVs - Q1 2023 - USA

MODEL Q1 23 / Q1 22 Q1 23 Q1 22 Q1 23 SHARE Q1 22 SHARE
JEEP WRANGLER -16.64% 37,971 45,551 41% 44%
FORD BRONCO +37.57% 32,430 23,573 35% 23%
TOYOTA 4RUNNER -39.51% 21,116 34,907 23% 34%
TOTAL -12.03% 91,517 104,031

In terms of segment share, Wrangler sales accounted for 41 percent segment share, down three percentage points; Ford Bronco sales picked up 12 percentage points for 35 percent share; and finally, the 4Runner was responsible for 23 percent segment share, down 11 percentage points.

Overall, the midsize off-road SUV segment contracted 12 percent with 91,517 units sold. Comparatively, Ford Bronco sales vastly outperformed the segment average.

The Ford Authority Take

The Bronco was the only vehicle with its sales numbers in the green during Q1 2023 in its competitive segment – and by a significant margin. Both of its competitors, the Wrangler and 4Runner, saw downturns in their year-over-year sales, and the Bronco was able to eat into both of their segment shares as it continues its upward climb.

Even so, it’s important to note that a solid portion of Ford Bronco sales have been to prior reservation/order holders, indicating that Ford Bronco sales could be even more impressive if dealers had more vehicles available in inventory (and on the lot) to sell. In fact, Ford elected to restrict 2023 Bronco orders to existing reservation or order holders to ensure that those who have been waiting on the Bronco finally get their ponies.

2023 Ford Bronco Badlands Europe - Interior 002


Looking ahead, we expect Ford Bronco sales to continue to expand, 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 this plant is also responsible for. It won’t be a surprise if Ford Bronco sales soon dethrone the Wrangler for the top spot in the segment as supplier issues continue to ease.

About The Numbers

Alexandra is a Colorado-based journalist with a passion for all things involving horsepower, be it automotive or equestrian.

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  1. StopTheIntrusiveVideoAds

    We knew this would happen.

    BTW, that’s a Bronco Sport interior image, not Bronco.

    1. Bronco Billy

      It sure is!

    2. Edward Snitkoff

      Fixed! Thank you.

  2. Keith Buniak

    I put in an order on 3/27/23 for a ford bronco wildtrak with the lux package and hard top. Any idea where it is in the order bank?

    1. Z71_Tahoe

      You do know there are day 1 orders, (07/2020) that have yet to be built… you’ve got a long wait ahead of you. Especially with your model and options. Best choice has been to find the closest one to your spec on a lot and buy it. Then drive it until your order is delivered and trade.

    2. Chad

      I put in an order the same day and got an email that says my build week is June 6.

      1. Chad

        2 door black diamond with mid. package.

    3. Steve

      847 days. That’s how long it took me to get my Wildtrak. 2020 is when I reserved it. 2023 is when I took delivery. So Keith, it’s a waiting game.

  3. Bronco Billy

    If Ford could build them faster then they would likely be #1.

  4. Gary . Virginia.

    Would love to see the day the bronco is no.1

  5. Doug

    June 5 build, ordered March 27. Badlands Sasquatch 4D, Lux w/hardtop. The same order in ’22 MY took 12 mos.


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