Ford Authority

Ford Bronco Sales Trail Jeep Wrangler And Toyota 4Runner During Q1 2024

Ford Bronco sales decreased in the United States but increased in Mexico during the first quarter of 2024.

Ford Bronco Sales - Q1 2024 - United States

In the United States, Ford Bronco deliveries totaled 24,066 units in Q1 2024, a decrease of about 26 percent compared to 32,430 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
BRONCO -25.79% 24,066 32,430

Ford Bronco Sales - Q1 2024 - Canada

In Canada, Ford Bronco deliveries totaled 1,462 units in Q1 2024, an increase of about 8 percent compared to 1,350 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
BRONCO +8.30% 1,462 1,350

Ford Bronco Sales - Q1 2024 - Mexico

In Mexico, Ford Bronco deliveries totaled 379 units in Q1 2024, an increase of about 22 percent compared to 310 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
BRONCO +22.26% 379 310

Bronco sales lagged its two competitors during Q1 2024. Shown here is the extreme off-road 2024 Ford Bronco Raptor with the Code Orange Package.

Competitive Sales Comparison (USA)

Ford Bronco sales fell 26 percent moving just 24,066 units during Q1 2024, keeping The Blue Oval’s rugged pony in last place behind its two competitors.

The Jeep Wrangler took back the lead with though sales were nearly flat with 38,308 deliveries, up a spot from the previous quarter. The Toyota 4Runner slipped back to the middle in spite of a 60 percent jump to 33,823 units, but was still ahead of the Bronco by nearly 10K deliveries.

Sales Numbers - Midsize Off-Road SUVs - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23 Q1 24 SHARE Q1 23 SHARE
JEEP WRANGLER +0.89% 38,308 37,971 40% 41%
TOYOTA 4RUNNER +60.18% 33,823 21,116 35% 23%
FORD BRONCO -25.79% 24,066 32,430 25% 35%
TOTAL +5.11% 96,197 91,517

In terms of segment share, the Wrangler earned a 40 percent share, down one percentage point year-over-year.  The 4Runner posted a 35 percent segment share, down a 12 percentage points, while the Ford Bronco held 25 percent share, down 10 percentage points.

Overall, the midsize off-road SUV segment grew five percent to 96,197 units, meaning Ford Bronco sales significantly underperformed the segment average.

Sydney Sweeney Ford Bronco Off-Roadeo Moab - Exterior 003 - Rear

The Ford Authority Take

Ford Bronco sales fell again to start out the year, remaining last among just three entries during the first quarter of 2024, while the Jeep Wrangler and Toyota 4Runner traded places. At least the Bronco doesn’t have a competitor from GM to contend with, which continues to have no answer for Ford’s off-roading SUV.

It didn’t help that 2024 Ford Bronco production decreased in January, down from an increase in December, but did increase in February. On the competitive front, Stellantis has cancelled the Jeep Wrangler Rubicon 392 as a Ford Bronco Raptor rival. The refreshed 2024 Jeep Wrangler debuted a year ago. Meanwhile, an all-new 2025 Toyota 4Runner is set to be unveiled, likely to put further pressure on Ford Bronco sales in the future.

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.

The Ford Bronco is among Kelley Blue Book’s Best Resale Value Award winners for 2024 like it was for 2023, and is the 2024 Best Resale Value Award winner for the off-road SUV segment.

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  1. JimL

    Fix the quality issues, upgrade the cheap interior materials, replace the silly instrument panel, and lower the prices. Ford offers too little and charges too much for it.

    1. Davido49

      Yea false info 100%. You have zero idea what your taking about.

    2. Mackie

      Do all of that and JimL the bloviator still wouldn’t buy one…..

      1. JimL

        I’m a lifetime Ford owner, not bloviating. These are the reasons why Ford will not get my business on a Bronco.

  2. Ron Cattelan

    Maybe because you have to take your 2023 manual bronco in to have transmission worked on with less than 6000 miles and they have had it for 2 months

    1. Davido49

      Trolling 100%. Bronco is best in class!

      1. Johnson

        Best in class? According to who? Not the consumer. And that’s what counts. If the consumer isn’t buying them, they’re only best on the dealer lots.

  3. Bruce Holberg

    Does Ford really think that their QC problems are a secret? People know and have voted with their checkbooks. With all the hoopla at the Bronco’s introduction, this was Ford’s fight to lose.

    1. Davido49

      What are you referring to? The Toyota corporate trolls are trying hard. 😆

  4. William J. Offutt jr.

    Jeep is a Jeep , and a Bronco is still a Ford in sheep’s clothing ! We owned a Ford Jeep with a Air Force Logo on the doors tat had been painted over. We owned a Jeepster, a 1951 Jeep Utility wagon , and a 1983 Jeep Grand Wagoneer ! Ford is not a Jeep , and never will be ! You can’t make Bud Light into a Michelob -Sorry !

    1. Davido49

      Check yourself into the nearest hospital ASAP. You need help urgently! Bronco is legendary an always will be.

  5. Materialman

    They would sell a lot more Bronco’s, Rangers, and Mavericks, if dealers had any to sell. If they were as screwed up in 1965 as they are now, they wouldn’t have sold a third of the Mustangs they sold. They can’t get it together!

    1. Davido49

      Demand is a good problem to have! 100%

  6. Boomer

    Buy a Football, and DROP BACK 10 and PUNT!!! I’ll take an OLD ARMY JEEP from WWII, and Put the OTHER $85K IN THE BANK!! And I won’t get any RECALL’S!!! The Quality Has Not Gone in, and the NAME Has Not GONE ON!! All these Vehicles are having Issues, No One can Get it right any longer??? And my 2022 F-150 LOADED $88K LARIAT is Going in for it’s 5th RECALL Soon, and a FEW ADDED extra Issues “That Won’t be Duplicated”??? 😬

  7. brapturd

    I want a v8 bronco but the 392 rubicon will have to do!

  8. David

    Everything is over priced. Especially the Ford Bronco. Dealer markup is killing sales. Window sticker is killing sales. I’ve always been a Jeep guy. But love the Bronco. But I’m not going to buy either with what they’ve been asking for them.

    1. Great8


  9. Eric K

    Dealers are still adding their “market adjustments” to the MSRP of Broncos. People are done paying over MSRP especially with vehicles they plan to keep more than a year. $42k + dealer markups of $10k for vehicles that have been out now for 3 + years aren’t gonna sell. Factor in the models people actually want are over $50k + dealer markups and you’ll have vehicles sitting for weeks and months.

    1. steve

      I don’t know where you live and what dealership is marking these up, but I just visited the Ford dealer near me and they have a lot of brand new Broncos and none of them are marked up. Just so happens they had one identical to mine. Thank God I was price locked. Sticker for that one was 71000.00. Not going to say what i paid for mine but it was a lot less.

  10. MT

    I just want to lease a Bronco. I don’t know why Ford wont offer competitive offers on a Bronco lease.

  11. steve

    I have a 2023 Wildtrak. I have had zero issues with it. I only criticism I have with it is the sound system. I have the B and O, that Bang and Olufsen for those that don’t know. Now I was in the stereo install business for many years and B and O is a big name like Nakamichi is. I was really disappointed with the sound system. I am going to be upgrading it to something much better. That will take a while as upgrading to my liking will be a bit pricy but I’ll save a bundle on labor. Other than that, it four wheels like a champ. I think the issue people are having is because they most likely don’t have a clue how to use the Sasquatch system. It’s an off road vehicle therefore it’s a life style. If you want fast, get a GT500. That’s like saying I got this GT500 and it drives like crap in the snow, therefore it’s a POS. Really?

  12. Brian

    Yeah not sure about some of these comments, thinking most have never owned one. Would be curious to see sales vs manufactured numbers to get the full picture. Is Ford selling most of the ones they build and production is just lower then the others?
    Besides the initial roof issues there has not been excessive quality issues. I owned one of the 1st 2021 Broncos and now have a 2023 and have had no issues besides the roof recall that was resolved. It rides 100 times better then the Jeep IMO and its alot of fun. Love the Bronco!


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