Ford Authority

Ford Bronco Still Prompting Jeep Owners To Defect

Since its launch a couple of years ago, the sixth-generation Ford Bronco has been nothing short of a smash hit among consumers, many of whom have been clamoring for the return of the iconic nameplate for the better part of the quarter-century it was gone. Given the fact that the new Ford Bronco is a direct rival to the Jeep Wrangler in every conceivable way, it also makes sense that it would prove attractive to those seeking an off-road capable SUV with a removable top and doors, and to date, the Bronco has indeed counted the Wrangler as its biggest conquest – a trend that continued in Q1 of 2023, according to the automaker’s most recent sales report.

In the first quarter of the year, Ford Bronco sales rose by 37.57 percent to 32,430 units, growth that was at least partially fueled by its conquest rate of 60 percent – with most of those buyers coming from the Jeep Wrangler and Grand Cherokee. Meanwhile, the Ford Bronco continued to attract a higher mix of female buyers as well, who accounted for 31 percent of total retail sales – an eight percent increase since its launch in 2021.

This trend has rang true since that same year, as both Ford Bronco and Ford Bronco Sport buyers are defecting from Jeep more than any other automotive brand. The Bronco has long counted the Wrangler as its biggest conquest, however, and has also proven to be an attractive choice among owners of other brands in general.

While this trend has perpetuated for years now and doesn’t seem likely to slow down as Bronco production continues to ramp up, owners of Ford’s rugged SUV also have another leg up on Wrangler owners, as Ford Authority reported last June – they also tend to be wealthier and more loyal than their Jeep-driving counterparts, too.

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. frank Manzare

    I have owned Jeeps for many years and still do. Currently own a JK 4 door & owned a JL for the wife while waiting for the Bronco. We purchased a 2022 Outer Banks 4 door Bronco for my her back in June. We also participated in the Off Rodeo event put on by Ford outside of Marble Falls Tx. Jeep needs to improve their game! The Bronco is light years ahead in the off road capability as well as technology!

    1. jcwrks

      How exactly is the Bronco “light years ahead in the off road capability” of the Jeep JL? If you are only referring to high-speed then yes. Otherwise, no.

      1. Richard Jones

        I think jcwrks feelings is hurt.

  2. James young

    Bronco’s have no sole! A design that is blah & too car like. Jeep is old school for sure, but for me that is part of the appeal! I am very jealous of Broncos electric seats though. Lol Both manufacturers will do well in future as both are great cars.

    1. TeriLynn MacDougall

      I own a black diamond and there is no electric seats its all manual, mine is a no frills, marine grade vinyl and it has plugs in the floor so you literally can hose the interior out! Beat that jeep!!🥰


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