Ford Bronco Sales Surpass Toyota 4Runner In Q3 2023

October 13, 2023 4:47 pm

Ford Bronco sales increased in the United States and Mexico during the third quarter of 2023.

Ford Bronco Sales - Q3 2023 - United States

In the United States, Ford Bronco deliveries totaled 32,888 units in Q3 2023, an increase of about 4 percent compared to 31,545 units sold in Q3 2022.

In the first nine months of the year, Bronco sales increased about 6 percent to 91,468 units.

MODEL	Q3 2023 / Q3 2022	Q3 2023	Q3 2022	YTD 2023 / YTD 2022	YTD 2023	YTD 2022
BRONCO	+4.26%	32,888	31,545	+5.88%	91,468	86,387

Ford Bronco Sales - Q3 2023 - Mexico

In Mexico, Ford Bronco deliveries totaled 523 units in Q3 2023, an increase of about 5 percent compared to 499 units sold in Q3 2022.

In the first nine months of the year, Bronco sales decreased about 8 percent to 1,166 units.

MODEL	Q3 2023 / Q3 2022	Q3 2023	Q3 2022	YTD 2023 / YTD 2022	YTD 2023	YTD 2022
BRONCO	+4.81%	523	499	-7.53%	1,166	1,261

Competitive Sales Comparison (USA)

Ford Bronco sales swelled 34 percent during Q3 2023, placing The Blue Oval’s rugged pony in second place of three competitors, with 32,888 units sold.

The segment’s most popular vehicle, the Jeep Wrangler, experienced a 12 percent decline, with 41,909 deliveries last quarter. The Toyota 4Runner rounded out the segment, selling 23,289 units, a four percent decrease year-over-year.

Sales Numbers - Midsize Off-Road SUVs - Q3 2023 - USA

MODEL	Q3 23 / Q3 22	Q3 23	Q3 22	Q3 23 SHARE	Q3 22 SHARE	YTD 23 / YTD 22	YTD 23	YTD 22
JEEP WRANGLER	-12.06%	41,909	47,659	43%	50%	-14.00%	126,551	147,156
FORD BRONCO	+4.26%	32,888	31,545	34%	33%	+5.88%	91,468	86,387
TOYOTA 4RUNNER	+40.94%	23,289	16,524	24%	17%	-7.31%	86,594	93,419
TOTAL	+2.46%	98,086	95,728			-6.84%	304,613	326,962

In terms of segment share, Wrangler sales accounted for 43 percent segment share, down seven percentage points year-over-year. Ford Bronco sales swept up 34 percent share, gaining one percentage point, and finally, the 4Runner accounted for 24 percent share, up seven percentage points.

Overall, the midsize off-road SUV segment expanded two percent with 98,086 units sold. Comparatively, Ford Bronco sales performed right on par with the segment average.

The Ford Authority Take

Ford Bronco sales saw a modest uptick during the third quarter of 2023, indicating that FoMoCo has finally reached level ground when it comes to production of its popular off-road SUV. It’s worth noting that sales of the Bronco may not have been as impressive as they could have been last quarter, considering that reservations for some of the 2023 model year were restricted to existing reservation or order holders.

Meanwhile, order banks for the 2024 Bronco opened up in mid-August, allowing customers access to the latest iteration of the rugged pony. However, the 2024 Bronco isn’t unscathed by ongoing supply chain constraints, which have prompted the deletion of the Keyless Entry Keypad and Base trim level from the lineup. It’s also more expensive than its 2023 model year counterpart.

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, in order to keep up with demand.