Ford Bronco sales decreased in the United States but increased in Mexico during the first quarter of 2024.
| MODEL | Q1 2024 / Q1 2023 | Q1 2024 | Q1 2023 |
|---|---|---|---|
| BRONCO | -25.79% | 24,066 | 32,430 |
| MODEL | Q1 2024 / Q1 2023 | Q1 2024 | Q1 2023 |
|---|---|---|---|
| BRONCO | +8.30% | 1,462 | 1,350 |
| MODEL | Q1 2024 / Q1 2023 | Q1 2024 | Q1 2023 |
|---|---|---|---|
| BRONCO | +22.26% | 379 | 310 |
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.
| 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.
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.
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.
It's a clean sweep through 2025 thus far.
A nicely-kept two-owner example.
Largely due to its vertical integration.
Nationwide lease and cash back on the off-roading SUV.
How far it's come since the early days.
Though it has 650 supercharged horsepower.
View Comments
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.
Yea false info 100%. You have zero idea what your taking about.
Do all of that and JimL the bloviator still wouldn't buy one.....
I'm a lifetime Ford owner, not bloviating. These are the reasons why Ford will not get my business on a Bronco.
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
Trolling 100%. Bronco is best in class!
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.
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.
What are you referring to? The Toyota corporate trolls are trying hard. 😆
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 !
Check yourself into the nearest hospital ASAP. You need help urgently! Bronco is legendary an always will be.
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!
Demand is a good problem to have! 100%
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"??? 😬
I want a v8 bronco but the 392 rubicon will have to do!
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.
Amen
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.
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.
I just want to lease a Bronco. I don't know why Ford wont offer competitive offers on a Bronco lease.