Ford Bronco sales decreased in the United States while also decreasing in Mexico during the second quarter of 2023.
Ford Bronco Sales - Q2 2023 - United States
In the United States, Ford Bronco deliveries totaled 26,150 units in Q2 2023, a decrease of about 16 percent compared to 31,269 units sold in Q2 2022.In the first six months of the year, Bronco sales increased about 7 percent to 58,580 units.
| MODEL | Q2 2023 / Q2 2022 | Q2 2023 | Q2 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| BRONCO | -16.37% | 26,150 | 31,269 | +6.82% | 58,580 | 54,842 |
Ford Bronco Sales - Q2 2023 - Mexico
In Mexico, Ford Bronco deliveries totaled 333 units in Q2 2023, a decrease of about 11 percent compared to 374 units sold in Q2 2022.In the first six months of the year, Bronco sales decreased about 16 percent to 643 units.
| MODEL | Q2 2023 / Q2 2022 | Q2 2023 | Q2 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| BRONCO | -10.96% | 333 | 374 | -15.62% | 643 | 762 |
Competitive Sales Comparison (USA)
Ford Bronco sales slipped 16 percent during Q2 2023, keeping The Blue Oval’s rugged pony solidly in third place – the bottom of its competitive segment – with 26,150 units sold.
The segment’s most popular vehicle, the Jeep Wrangler, experienced a 13 percent slide, with 46,671 deliveries last quarter. The Toyota 4Runner took second and demoted the Bronco, selling 26,150 units, a seven percent decrease year-over-year.
Sales Numbers - Midsize Off-Road SUVs - Q2 2023 - USA
| MODEL | Q2 23 / Q2 22 | Q2 23 | Q2 22 | Q2 23 SHARE | Q2 22 SHARE | YTD 23 / YTD 22 | YTD 23 | YTD 22 |
|---|---|---|---|---|---|---|---|---|
| JEEP WRANGLER | -13.49% | 46,671 | 53,946 | 46% | 46% | -14.93% | 84,642 | 99,497 |
| TOYOTA 4RUNNER | -7.21% | 29,620 | 31,922 | 29% | 27% | -24.08% | 50,736 | 66,829 |
| FORD BRONCO | -16.37% | 26,150 | 31,269 | 26% | 27% | +6.82% | 58,580 | 54,842 |
| TOTAL | -12.55% | 102,441 | 117,137 | -12.30% | 193,958 | 221,168 |
In terms of segment share, Wrangler sales accounted for 46 percent segment share, staying even year-over-year. 4Runner sales accounted for 29 percent share, up two percentage points, while Ford Bronco sales claimed 26 percent share, down one percentage point.
Overall, the midsize off-road SUV segment contracted 13 percent with 102,441 units sold. Comparatively, Ford Bronco sales performed on par with the segment average.
The Ford Authority Take
All three entries in the midsize off-road SUV segment were in the red last quarter, although the Bronco seems to have suffered the most. 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.
Order banks for the 2023 model closed last week, but it’s worth noting that some popular trims and/or options were still unable to be ordered. However, interestingly, ongoing supply constraints have actually made it a bit easier to get hands on higher trims of the Bronco, as FoMoCo presumably prioritizes production of its more well-equipped models that have a bigger profit margin than more basic models. Order banks for the 2024 Bronco open up in mid August.
Additionally, the Blue Oval elected to prioritize Ford Bronco production during the first quarter of 2023 at the expense of the Ford Ranger, which is also produced at the Michigan Assembly plant.
About The Numbers
- All percent change figures compared to Ford Bronco sales in Q2 2022, unless otherwise noted
- In the United States, there were 77 selling days in Q2 2022 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 stunned that anybody would choose an antiquated Wrangler chassis over a Bronco. There are some die hards who buy on the ‘Jeep’ brand alone. I think the same goes for Tesla products, people will ignore quality, fit and ride issues just to own a ‘Tesla’.
‘Apple’ is interesting in that their quality eventually caught up to and justified the ‘brand’ buyers, but that won’t ever happen with ‘Jeep’ or ‘Tesla’.
Jeep has been made forever. The bronco is trash and is a wanna be jeep. Simple. I expect it to be discontinued.
Ditto, my brother owned a wrangler and now a tesla. POS
you cant make sales numbers if you do not build units,send them to dealers,and put them into customers hands who have been waiting years for their ordered vehicle ,Just announcing new models with out building them does not get sales numbers, also putting all effort into ford blue does not help, still waiting for my 2023 maverick maybe 24 or who knows maybe 2025
I for got lets only sell higher price units for get about base models
If Henry Ford was around heads would roll.
Living in Michigan I’m always surprised by sales data because it never reflects what I see daily. I rarely see 4-Runners (or Tacomas for that matter), but tons of Broncos and Wranglers. So it’s quite surprising to see 4-Runner outselling Bronco. Bronco is probably hitting its sales peak after tons of initial interest, but I never expected it to overtake Wrangler. The fact it’s not overtaking the aging 4-Runner is another matter.
It all depends where you live. Here in Southern California you see a Toyota and Honda dominating.
They screwed up on selling the Heritage edition. It seems like the ordering was opened for 24 hours. I did not know this, and seems like our local dealership didn’t either. One of their sells people was supposed to call me when they went on sell. They didn’t. I missed out. Ford sell more of these.
Haven’t been to a ford dealer for awhile but the dealers had broncos marked up to where I walked away. And ford needs to advertise more you know like toyota and Subaru.
Ford is playing one hell of a game with its consumers. Ford is winning and winning….
Buyers and dealers wait and wait for certain Vehicles, i.e. Mavericks and it’s everyone else’s fault ..for these delays.
My local Ford Dealer has 5 Broncos in stock. I know 2 close friends that want one but the dealer has insane 10-20K mark ups. Their just sitting there collecting dust!
I agree. They call the mark-ups a euphemistic “market adjustment “.
Broncos marked up $15-20k more than equivalent Wranglers/4Runners still. And with interest rates near 10%, dealers are gonna be dusting those Broncos for a long time.
Our local jeep dealer has tons of Jeeps available to sell, so they sell them. Our Ford dealer has no Bronco’s on the lot which has been the usual case. Very hard to sell vehicles when they aren’t available to sell. Most aren’t willing to wait a year a half like I did originally (although I’m sure they come substantially quicker now).
I’m predicting it now that the Bronco will be discontinued.