Ford Authority

Bronco Family Sales Slip 10 Percent Overall, With Bronco Down, Bronco Sport Up During Q4 2023

Sales of the Ford Bronco family, comprised of the body-on-frame Ford Bronco SUV and unibody Ford Bronco Sport crossover, decreased in the United States but increased in Mexico during the fourth quarter of 2023.

Sales Numbers - Bronco Family - Q4 2023 - USA

MODEL Q4 23 / Q4 22 Q4 23 Q4 22 YTD 23 / YTD 22 YTD 23 YTD 22
BRONCO -53.71% 14,197 30,670 -9.73% 105,665 117,057
BRONCO SPORT +58.91% 31,101 19,571 +28.06% 127,476 99,547
TOTAL -9.84% 45,298 50,241 +7.63% 233,141 216,604

Cumulative deliveries of the Ford Bronco family in the United States decreased 10 percent to 45,298 units in Q4 2023, comprised of:

Sales Numbers - Bronco Family - Q4 2023 - Mexico

MODEL Q4 23 / Q4 22 Q4 23 Q4 22 YTD 23 / YTD 22 YTD 23 YTD 22
BRONCO -29.45% 297 421 -13.02% 1,463 1,682
BRONCO SPORT +82.73% 656 359 -3.31% 3,329 3,443
TOTAL +22.18% 953 780 -6.50% 4,792 5,125

Cumulative deliveries of the Ford Bronco family in Mexico increased 22 percent to 953 units in Q4 2023, comprised of:

  • 297 units of the Ford Bronco, a decrease of over 29 percent compared to the 421 units sold in Q4 2022, and
  • 656 units of the Ford Bronco Sport, an increase of nearly 83 percent compared to 359 units sold in Q4 2022

Ford Bronco family sales slipped 10 percent overall in Q4 2023, with the Ford Bronco down 54 percent but the Ford Bronco Sport up 59 percent.

The Ford Authority Take

As noted above, the Ford Bronco family comprises two distinct models. The first is the body-on-frame “regular” Bronco SUV, while the second is the unibody Bronco Sport crossover. Both models are encompassed by the single Bronco sub-brand focused on off-road capability and adventure.

Sales of the two related models ironically went almost equally in the opposite direction, with the Ford Bronco down 54 percent but the Ford Bronco Sport up 59 percent.

Ford Bronco for Q4 2023 took a nosedive. A likely contributing factor is limited available inventory at dealer lots due to UAW’s targeted strike this past September against FoMoCo at the Michigan Assembly plant, which builds the Bronco and Ford Ranger. 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.

Meanwhile, Ford Bronco Sport sales through the end of the year continued to reflect an increase in available inventory supply overall, with production of the off-road crossover at the Hermosillo Assembly plant picking up in September and in October, though down in November, while back up in December.

About Ford Bronco

Riding on the body-on-frame Ford T6 platform, the Ford Bronco is available in two-door and four-door body styles. In addition, the SUV is available with two engine options. The first is the 2.3L I4 EcoBoost engine, rated at 275 horsepower and 315 pound-feet of torque. The second is the 2.7L V6 EcoBoost engine, good for 310 horsepower and 410 pound-feet of torque. Meanwhile, the range-topping Bronco Raptor is powered exclusively by the 3.0L V6 EcoBoost engine, which throws a healthy 418 horsepower and 440 pound-feet of torque.

The 2024 Ford Bronco enters with quite a few changes. Notably, its navigation system offers Connected Navigation with one year of service for certain models, and it no longer features the Trailer Tow Package as standard, although it can still be ordered as a standalone option. The High and Lux packages have been combined for customers looking to dress their Bronco with premium features, while the 12-inch touchscreen is now standard across the board. Meanwhile, Area 51 is no longer offered as an exterior color option, and the keyless entry keypad has also been dropped for the forthcoming model year. Some models have even been treated to an upgraded steering gear.

About Ford Bronco Sport

The Ford Bronco Sport, meanwhile, utilizes The Blue Oval’s unibody C2 platform and offers two engine options, namely the 1.5L I4 EcoBoost engine and the 2.0L I4 EcoBoost engine. Standard with the Base, Big Bend, and Outer Banks trim levels, the 1.5L engine is rated at 181 horsepower and 190 pound-feet of torque. In contrast, the 2.0L engine puts out a more impressive 250 horsepower as well as 277 pound-feet of torque. It’s standard exclusively on the range-topping Badlands trim.

The 2024 Bronco Sport arrives with just a handful of changes and updates over the 2023 model year, ditching its SecuriCode keyless entry keypad from the lineup and replacing it with a dealer installed option, dropping four exterior colors and replacing them with two others, while losing its windshield wiper de-icer. The model year also drops the entry-level Base trim, with the Big Bend becoming the lowest-priced, entry-level trim in the lineup.

Several new packages and options are now available to spice up the rugged crossover, including the Black Appearance Package, the retro-themed Free Wheeling Package and Blue Free Wheeling Package, a new Ford Bronco Sport Heritage Limited Edition Badge Kit, and a new smoked chrome Blue Oval badge.

  • All percent change figures compared to Ford Bronco family 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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  1. David Dickinson II

    Another key difference is the price, price, and the price. People are squeezed. Every dollar counts.


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