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Ford Bronco Sales Place Last Behind Toyota 4Runner And Jeep Wrangler During Q4 2023

Ford Bronco sales decreased in the United States and Mexico during the fourth quarter of 2023 while there were 99 deliveries in Colombia.

Ford Bronco Sales - Q4 2023 - United States

In the United States, Ford Bronco deliveries totaled 14,197 units in Q4 2023, a decrease of about 54 percent compared to 30,670 units sold in Q4 2022.

During the complete 2023 calendar year, Bronco sales decreased about 10 percent to 105,665 units.
MODEL Q4 2023 / Q4 2022 Q4 2023 Q4 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
BRONCO -53.71% 14,197 30,670 -9.73% 105,665 117,057

Ford Bronco Sales - Q4 2023 - Mexico

In Mexico, Ford Bronco deliveries totaled 297 units in Q4 2023, a decrease of about 29 percent compared to 421 units sold in Q4 2022.

During the complete 2023 calendar year, Bronco sales decreased about 13 percent to 1,463 units.
MODEL Q4 2023 / Q4 2022 Q4 2023 Q4 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
BRONCO -29.45% 297 421 -13.02% 1,463 1,682

Ford Bronco Sales - Q4 2023 - Colombia

In Colombia, Ford Bronco deliveries totaled 99 units in Q4 2023.

During the complete 2023 calendar year, Bronco sales totaled 610 units.
MODEL Q4 2023 / Q4 2022 Q4 2023 Q4 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
BRONCO * 99 * * 610 0

Competitive Sales Comparison (USA)

Ford Bronco sales fell 54 percent with just 14,197 deliveries during Q4 2023, putting The Blue Oval’s rugged pony in last place behind its two competitors.

From the previous quarter, the Toyota 4Runner moved up to the top with an 18 percent bump in sales to 32,644 units, while the Jeep Wrangler slipped to the middle spot with a 12 percent decline to 30,030, but still moved twice as many units as the Bronco.

Sales Numbers - Midsize Off-Road SUVs - Q4 2023 - USA

MODEL Q4 23 / Q4 22 Q4 23 Q4 22 Q4 23 SHARE Q4 22 SHARE YTD 23 / YTD 22 YTD 23 YTD 22
TOYOTA 4RUNNER +18.26% 32,644 27,604 42% 30% -1.47% 119,238 121,023
JEEP WRANGLER -12.33% 30,030 34,253 39% 37% -13.69% 156,581 181,409
FORD BRONCO -53.71% 14,197 30,670 18% 33% -9.73% 105,665 117,057
TOTAL -16.92% 76,871 92,527 -9.06% 381,484 419,489

In terms of segment share, the 4Runner earned a 42 percent share, up 12 percentage points year-over-year. Wrangler sales posted a 39 percent segment share, gaining two percentage points, while the Ford Bronco accounted for an 18 percent share, down 15 percentage points.

Overall, the midsize off-road SUV segment shrank 17 percent to 76,871 units, meaning Ford Bronco sales significantly underperformed the segment average.

The Ford Authority Take

Ford Bronco sales took a nosedive during the fourth quarter of 2023, falling to last place in a very small segment, with deliveries at less than half of its nearest competitor. That would be the Jeep Wrangler, which itself got bumped from the top by the Toyota 4Runner.

UAW’s targeted strike this past September against FoMoCo at the Michigan Assembly plant, which builds the Bronco and Ford Ranger, could be a contributing factor to Bronco sales by limiting available inventory at dealer lots. Only a handful of units rolled off the production line during October, though production rebounded in November and increased in December.

Furthermore, 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 this past August, allowing customers access to the latest iteration of the rugged pony. However, the 2024 model has already been hit by ongoing supply chain constraints, resulting in 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.

Ford will add a third shift over the summer at the Michigan Assembly plant, which should improve the inventory supply picture and potentially boost sales. Already, new Ford inventory overall is higher than average levels in the auto industry.

  • All percent change figures compared to Ford Bronco sales in Q4 2022, unless otherwise noted
  • In the United States, there were 78 selling days for Q4 2023 and 78 selling days for Q4 2022

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Comments

  1. Donna Ayers

    Maybe people would buy them if you allowed them to order them with the size engine they wanted instead of the wimpy ones you try to stick people with.

    Reply
    1. John

      A Coyote powered Bronco would be awesome!

      Reply
      1. brapturd

        They do if you got +$300k

        Reply
  2. Jim young

    Yes, overpriced & underpowered. So far a great soccer mom car!

    Reply
  3. The Retired Viking

    I reside in NE Tennessee. One sees a lot of used Broncos (both flavors) on used car lots here. The local Hyundai dealer had three yesterday that I could see, and the Stellantis dealer had two.

    I wonder why?

    Reply

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