Ford Authority

Ford Bronco Family Sales Dip Slightly During Q2 2023

Ford Bronco family sales decreased in the United States and Mexico during Q2 2023.

Sales Numbers - Bronco Family - Q2 2023 - USA

MODEL Q2 23 / Q2 22 Q2 23 Q2 22 YTD 23 / YTD 22 YTD 23 YTD 22
BRONCO -16.37% 26,150 31,269 +6.82% 58,580 54,842
BRONCO SPORT +12.94% 33,272 29,460 +7.85% 63,143 58,549
TOTAL -2.15% 59,422 60,729 +7.35% 121,723 113,391

Cumulative deliveries of the Ford Bronco family in the United States slipped two percent to 59,422 units in Q2 2023, comprised of:

Sales Numbers - Bronco Family - Q2 2023 - Mexico

MODEL Q2 23 / Q2 22 Q2 23 Q2 22 YTD 23 / YTD 22 YTD 23 YTD 22
BRONCO -10.96% 333 374 -15.62% 643 762
BRONCO SPORT -10.17% 954 1,062 -21.04% 1,850 2,343
TOTAL -10.38% 1,287 1,436 -19.71% 2,493 3,105

Cumulative deliveries of the Ford Bronco family in Mexico decreased 10 percent to 1,287 units in Q2 2023, comprised of:

  • 333 units of the Ford Bronco, a decrease of 10 percent compared to the 374 units sold in Q2 2022, and
  • 954 units of the Ford Bronco Sport, a decrease of 81 percent compared to 1,062 units sold in Q2 2022

The Ford Authority Take

Ford Bronco family sales were slightly in the red last quarter, indicating that while supply chain issues are leveling out industrywide, it’s still difficult for FoMoCo to produce enough units of the Ford Bronco and Ford Bronco Sport to satisfy demand.

Additionally, some popular trims and/or options are still unavailable. However, interestingly, ongoing supply constraints have actually made it a bit easier to get hands on higher trims of the Bronco, as FoMoCo prioritizes production of its more well-equipped models that have a bigger profit margin than more basic trims. Order banks for the 2024 Bronco opened up in mid August.

On an individual basis, the Ford Bronco Sport saw a modest uptick in sales. As opposed to the Bronco, Bronco Sport production increased significantly in May 2023, and the Hermosillo Assembly plant added a third shift in July to meet demand.

Bronco vs. Bronco Sport

The Ford Bronco family is currently comprised of two distinct models. The first is the body-on-frame “regular” Bronco, while the second is the unibody Bronco Sport crossover. Both models are encompassed by the single Bronco sub-brand focused on off-road capability and adventure.

Riding on the body-on-frame Ford T6 platform, the “regular” Bronco is available in two-door and four-door body styles. In addition, the SUV is available with two engine options. The first is the 2.3L I4 EcoBoost engine, rated at 275 horsepower and 315 pound-feet of torque. The second is the 2.7L V6 EcoBoost engine, good for 310 horsepower and 410 pound-feet of torque. Meanwhile, the range-topping Bronco Raptor is powered exclusively by the 3.0L V6 EcoBoost engine, which throws a healthy 418 horsepower and 440 pound-feet of torque.

The Bronco Sport, meanwhile, utilizes Ford’s unibody C2 platform and offers two engine options: the 1.5L I4 EcoBoost engine and the 2.0L I4 EcoBoost engine. Standard with the Base, Big Bend, and Outer Banks trims, the 1.5L engine is rated at 181 horsepower and 190 pound-feet of torque. In contrast, the 2.0L engine puts out a more impressive 250 horsepower as well as 277 pound-feet of torque. It’s standard exclusively on the range-topping Badlands trim.

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

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  1. Jon Erich

    I am a Ford man, but they do need to step up on quality and technology that other brands have, it’s discerning every time to read that Ford’s quality is lower from the previous year, why are the Quality Controllers not doing their job, and they need to ensure that supply parts are up to quality as well, before they are installed on the vehicles

    1. Erion

      All big three have issues with quality thanks to the UAW. They’re about to go on a strike as we speak because they want to get paid $50/hr to sit on their asses ! Those car companies use extremely cheap components in their cars so they can pay their employees.
      Toyota , Honda , Tesla aren’t unionized that’s why their cars are higher quality . Their moto is : customer first ! Big three’s moto is union first !

      1. G O PEE

        Tesla quality…LMAO

  2. H

    Of course sales have dipped! I’ve gone to two dealers around Colorado and each one has a minimum $5k markup because of demand. Shame on you ford dealers!


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