Ford Authority

Ford Bronco Sales Fall Behind Jeep Wrangler, Toyota 4Runner Q2 2023

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 2022YTD 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 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
BRONCO -10.96% 333 374 -15.62% 643 762

2023 Ford Bronco Outer Banks Europe - Exterior 002 - SIde

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

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

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  1. Mackie

    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’.

  2. rapturd

    Ditto, my brother owned a wrangler and now a tesla. POS

  3. Robert jung

    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

  4. Robert jung

    I for got lets only sell higher price units for get about base models

  5. Herm

    If Henry Ford was around heads would roll.

  6. Michael K

    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.

    1. Just me

      It all depends where you live. Here in Southern California you see a Toyota and Honda dominating.

  7. Tony

    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.

  8. Gary . Virginia.

    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.

  9. Dr. Dan

    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.

  10. Rick

    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!

    1. Rob

      I agree. They call the mark-ups a euphemistic “market adjustment “.

  11. Z71_Tahoe

    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.

  12. Tim G

    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).


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