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:
- 26,150 units of the Ford Bronco, a decrease of 16 percent compared to the 31,269 units sold in Q2 2022, and
- 33,272 units of the Ford Bronco Sport, an increase of three percent compared to 29,460 units sold in Q2 2022
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.
- All percent change figures compared to Ford Bronco family sales in Q2 2022, unless otherwise noted
- In the United States, there were 77 selling days in Q2 2023 and 77 selling days in Q2 2023
- Ford Motor Company Q2 2023 sales reports:
- Ford Motor Company sales Q2 2023 U.S.A
- Ford sales Q2 2023 U.S.A. (Ford brand)
- Lincoln sales Q2 2023 U.S.A.
- Ford Motor Company sales April 2023 U.S.A.
- Ford Motor Company sales May 2023 U.S.A.
- Ford Motor Company sales June 2023 U.S.A.
- Ford China sales Q2 2023
- Ford Motor Company Canada sales Q2 2023
- Ford Canada sales Q2 2023
- Lincoln Canada sales Q2 2023
- Ford Motor Company Argentina sales Q2 2023
- Ford Argentina sales April 2023 (Ford brand)
- Ford Argentina sales May 2023 (Ford brand)
- Ford Argentina sales June 2023 (Ford brand)
- Ford Motor Company Colombia sales Q2 2023
- Ford Colombia sales April 2023 (Ford brand)
- Ford Colombia sales May 2023 (Ford brand)
- Ford Colombia sales June 2023 (Ford brand)
- Ford Motor Company Brazil sales Q2 2023
- Ford Brazil sales April 2023 (Ford brand)
- Ford Brazil sales May 2023 (Ford brand)
- Ford Brazil sales June 2023 (Ford brand)
- Ford Motor Company Mexico sales Q2 2023
- Ford Motor Company sales Q2 2023 U.S.A
Comments
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
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 !
Tesla quality…LMAO
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!