Ford Authority

Ford Bronco Sport Sales Mired Deep In The Pack For Q1 2023

Ford Bronco Sport sales increased in the United States, while decreasing in Mexico and Argentina during Q1 2023.

Ford Bronco Sport Sales - Q1 2023 - United States

In the United States, Ford Bronco Sport deliveries totaled 29,871 units in Q1 2023, an increase of about 3 percent compared to 29,089 units sold in Q1 2022.
MODEL Q1 2023 / Q1 2022 Q1 2023 Q1 2022
BRONCO SPORT +2.69% 29,871 29,089

Ford Bronco Sport Sales - Q1 2023 - Canada

In Canada, Ford Bronco Sport deliveries totaled 3,162 units in Q1 2023, an increase of about 29 percent compared to 2,458 units sold in Q1 2022.
MODEL Q1 2023 / Q1 2022 Q1 2023 Q1 2022
BRONCO SPORT +28.64% 3,162 2,458

Ford Bronco Sport Sales - Q1 2023 - Mexico

In Mexico, Ford Bronco Sport deliveries totaled 896 units in Q1 2023, a decrease of about 30 percent compared to 1,281 units sold in Q1 2022.
MODEL Q1 2023 / Q1 2022 Q1 2023 Q1 2022
BRONCO SPORT -30.05% 896 1,281

Ford Bronco Sport Sales - Q1 2023 - Argentina

In Argentina, Ford Bronco Sport deliveries totaled 471 units in Q1 2023, a decrease of about 4 percent compared to 493 units sold in Q1 2022.
MODEL Q1 2023 / Q1 2022 Q1 2023 Q1 2022
BRONCO SPORT -4.46% 471 493

Ford Bronco Sport Sales - Q1 2023 - Colombia

In Colombia, Ford Bronco Sport deliveries totaled 49 units in Q1 2023.
MODEL Q1 2023 / Q1 2022 Q1 2023 Q1 2022

Competitive Sales Comparison (USA)

Once again, Ford Bronco Sport sales place the rugged crossover mid-pack in Q1 2023, increasing three percent year-over-year to 2,9,871 units. This places The Blue Oval’s offering in 10th.

By comparison, the segment-leading Toyota RAV4 experienced a 16 percent decline to 84,704 units, while the Nissan Rogue snuck into second place, up 69 percent to 76,499 sales. The Honda CR-V sold 67,241 units, up 15 percent year-over-year, and the fourth-place Chevy Equinox (see running Chevy Equinox sales) saw 52,902 deliveries, down six percent. The Hyundai Tucson posted a 16 percent increase, selling 46,170 units last quarter; the sixth-best Subaru Crosstrek had an 11 percent increase to 41,562 sales, followed by the Mazda CX-5, down 24 percent to 38,727 units, and the Kia Sportage brought up eighth with a 92 percent increase to 31,684 units. The Subaru Forester placed ninth with a three percent slide to 30,408 units last quarter, followed by the Ford Bronco Sport, which outpaced its corporate cousin, the Ford Escape, in 11th, down 47 percent to 21,149 units.

All other segment contenders represented less than 20,000 sales each.

Sales Numbers - Mainstream C-Segment Crossovers - Q1 2023 - USA

MODEL Q1 23 / Q1 22 Q1 23 Q1 22 Q1 23 SHARE Q1 22 SHARE
TOYOTA RAV4 -16.29% 84,704 101,192 15% 18%
NISSAN ROGUE +69.11% 76,499 45,235 13% 8%
HONDA CR-V +14.79% 67,241 58,579 12% 10%
CHEVROLET EQUINOX -5.59% 52,902 56,036 9% 10%
HYUNDAI TUCSON +16.43% 46,170 39,655 8% 7%
SUBARU CROSSTREK +10.94% 41,562 37,463 7% 7%
MAZDA CX-5 -23.54% 38,727 50,653 7% 9%
KIA SPORTAGE +92.49% 31,684 16,460 6% 3%
SUBARU FORESTER -3.03% 30,408 31,358 5% 6%
FORD BRONCO SPORT +2.69% 29,871 29,089 5% 5%
FORD ESCAPE -47.08% 21,149 39,962 4% 7%
VOLKSWAGEN TIGUAN +8.30% 19,747 18,233 3% 3%
GMC TERRAIN -28.13% 17,928 24,944 3% 4%
JEEP CHEROKEE +31.09% 13,213 10,079 2% 2%
MITSUBISHI ECLIPSE CROSS -60.62% 1,572 3,992 0% 1%
DODGE JOURNEY -92.78% 8 111 0% 0%
TOTAL +1.84% 573,385 563,041

In terms of Q1 2023 segment share, Ford Bronco Sport sales held steady at five percent segment share.

The RAV4 gathered 15 percent share, down three percentage points, while the Rogue gathered 13 percent share, gaining five percentage points, followed by the CR-V’s 12 percent share, up two percentage points. The Equinox dropped one percentage point to claim nine percent share, and the Tucson picked up one percentage point to gain eight percent share. The Crosstrek and the CX-5 both earned seven percent share, the former holding steady while the latter lost two percentage points, and the Sportage accounted for six percent share. All other contenders accounted for five percent share or less each.

It is also worth noting that Ford now fields two vehicles in this segment: the Escape and the Bronco Sport. Combining sales of both models gives FoMoCo 51,020 deliveries, good for approximately eight percent segment share. While that outperforms the six percent segment share held by the Bronco Sport alone, it still tails the 15 percent share held by the RAV4.

Sales Numbers - Ford Mainstream Compact Crossovers - Q1 2023 - United States

MODEL Q1 23 / Q1 22 Q1 23 Q1 22 Q1 23 SHARE Q1 22 SHARE
FORD BRONCO SPORT +2.69% 29,871 29,089 59% 42%
FORD ESCAPE -47.08% 21,149 39,962 41% 58%
TOTAL -26.11% 51,020 69,051

Overall, the mainstream C-segment crossover segment expanded two percent to 573,385 units. Ford Bronco Sport sales performed right on par with the segment average.

The Ford Authority Take

Ford Bronco Sport sales experienced a minor increase during the first quarter of 2023, but it wasn’t enough to propel the rugged off-road crossover out of the middle of the pack. While supplier constraints finally seem to be leveling out, The Blue Oval is still being forced to navigate issues that make it difficult to keep vehicles like the Bronco Sport rolling off the assembly line at a pace fast enough to keep up with customer demand.

The Bronco Sport was recently recognized as being one of the most satisfying compact SUVs available on the market by Consumer Reports. While it scored average in terms of perceived value, it earned high marks in styling, driving experience and comfort, indicating that customers are satisfied with the rugged crossover.

The 2023 Ford Bronco Sport introduced quite a few changes and updates over its prior model year, making it an even hotter commodity. Highlights include the retro-themed Heritage Edition models, the Black Diamond Off-Road Package and a handful of new graphics packages that add a few extra accents to the Bronco Sport’s exterior.

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. Devin Isaly

    You can’t sell them when you don’t have any on dealerships lots. People want to look at them and drive them before they buy them.

  2. Bronco Billy

    Supply has yet to meet demand. If Ford works out manufacturing issues I could easily imagine them selling over 40,000 Bronco Sports and Escapes during one or more of the remaining quarters this year.

  3. Bruce Holberg

    This thing never got off the ground. As for the “supply issues”, 9 models ahead of it figured out solutions and produced more units.


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