Ford Bronco Sport Sales Beat VW, Jeep In Q2 2023

Ford Bronco Sport sales increased in the United States, while decreasing in Mexico and Argentina during Q2 2023.

Ford Bronco Sport Sales - Q2 2023 - United States

In the United States, Ford Bronco Sport deliveries totaled 33,272 units in Q2 2023, an increase of about 13 percent compared to 29,460 units sold in Q2 2022.

In the first six months of the year, Bronco Sport sales increased about 8 percent to 63,143 units.

Ford Bronco Sport Sales - Q2 2023 - Mexico

In Mexico, Ford Bronco Sport deliveries totaled 954 units in Q2 2023, a decrease of about 10 percent compared to 1,062 units sold in Q2 2022.

In the first six months of the year, Bronco Sport sales decreased about 21 percent to 1,850 units.

Ford Bronco Sport Sales - Q2 2023 - Argentina

In Argentina, Ford Bronco Sport deliveries totaled 191 units in Q2 2023, a decrease of about 21 percent compared to 243 units sold in Q2 2022.

In the first six months of the year, Bronco Sport sales decreased about 13 percent to 668 units.

Ford Bronco Sport Sales - Q2 2023 - Colombia

In Colombia, Ford Bronco Sport deliveries totaled 112 units in Q2 2023, a decrease of about 50 percent compared to 225 units sold in Q2 2022.

In the first six months of the year, Bronco Sport sales decreased about 75 percent to 161 units.

Competitive Sales Comparison (USA)

In the second quarter of 2023, Ford Bronco Sport sales expanded 13 percent to 33,272 sales, keeping the off-road crossover mid-pack in 10^th, out of 19 entries in the segment.

The Toyota RAV4 held onto the top spot with a two percent increase to 102,313 units, while the Honda CR-V was ranked second, up 66 percent to 96,456 sales. The Nissan Rogue sold 71,246 units, up 68 percent year-over-year, and the fourth-place Hyundai Tucson saw its sales increase 23 percent to 54,421 units. Meanwhile, the Chevy Equinox (see running Chevy Equinox sales) saw 52,949 deliveries, down 13 percent, followed by the Bronco Sport’s corporate relative, the Ford Escape, in sixth, up 29 percent to 43,690 units. The seventh-best Mazda CX-5 had a 32 percent increase to 41,294 sales, followed by the Kia Sportage, up 12 percent to 40,205 units, and the Subaru Crosstrek brought up ninth with a 36 percent increase to 34,568 units. The Subaru Crosstrek placed 10^th with a 36 percent rise to 34,568 units last quarter, while the Ford Bronco Sport gained 13 percent for 33,272 sales, followed by the Subaru Forester, up 116 percent to 30,902 sales. All other segment contenders posted less than 20,000 sales on an individual basis.

Sales Numbers - Mainstream C-Segment Crossovers - Q2 2023 - USA

From a segment share standpoint, the RAV4 accounted for 16 percent share, down three percentage points year-over-year, while the CR-V captured 15 percent, up four percentage points. The Rogue’s share increased three percentage points to 11 percent, while the Tucson remained flat at eight percent share, and the Equinox slipped three percentage points for eight percent share. Ford Escape sales accounted for seven percent share, up one percentage point, while the CX-5 and Sportage each gathered six percent, with the latter holding steady and the former losing one percentage point. All other entries accounted for five percent or less.

Overall, the mainstream C-segment crossover bracket expanded 23 percent to 655,239 units, meaning that Ford Escape sales slightly outperformed the segment average.

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 The Blue Oval 76,962 deliveries, good for approximately 12 percent segment share. While that exceeds the seven percent segment share held by the Escape alone, it still doesn’t surpass the 16 percent share held by the RAV4.

Sales Numbers - Ford Mainstream Compact Crossovers - Q2 2023 - United States

The Ford Authority Take

The uptick in Ford Bronco Sport sales during Q2 2023 is certainly encouraging, indicating that supply of the off-road crossover is gradually improving and keeping up with demand. In fact, Ford Bronco Sport production increased significantly in May 2023, and the Hermosillo Assembly plant added a third shift in July to meet demand for the Sport and the Ford Maverick.

The Ford Bronco Sport has been commended as being one of the top 10 “coolest cars under $30,000,” recognized for its styling, quality and performance. The 2023 model year has thus far proved to be an attractive one for the off-road crossover, introducing quite a few changes and updates over its prior model year. 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.