Ford Bronco Sport Sales Up Six Percent During Q1 2024

Ford Bronco Sport sales increased in the United States and Colombia but decreased in Mexico and Argentina during the first quarter 2024, with 579 deliveries posted in Brazil.

Ford Bronco Sport Sales - Q1 2024 - United States

In the United States, Ford Bronco Sport deliveries totaled 31,565 units in Q1 2024, an increase of about 6 percent compared to 29,871 units sold in Q1 2023.

Ford Bronco Sport Sales - Q1 2024 - Canada

In Canada, Ford Bronco Sport deliveries totaled 3,276 units in Q1 2024, an increase of about 4 percent compared to 3,162 units sold in Q1 2023.

Ford Bronco Sport Sales - Q1 2024 - Mexico

In Mexico, Ford Bronco Sport deliveries totaled 762 units in Q1 2024, a decrease of about 15 percent compared to 896 units sold in Q1 2023.

Ford Bronco Sport Sales - Q1 2024 - Brazil

In Brazil, Ford Bronco Sport deliveries totaled 579 units in Q1 2024.

Ford Bronco Sport Sales - Q1 2024 - Argentina

In Argentina, Ford Bronco Sport deliveries totaled 279 units in Q1 2024, a decrease of about 41 percent compared to 471 units sold in Q1 2023.

Ford Bronco Sport Sales - Q1 2024 - Colombia

In Colombia, Ford Bronco Sport deliveries totaled 187 units in Q1 2024, an increase of about 282 percent compared to 49 units sold in Q1 2023.

Competitive Sales Comparison (USA)

During the first quarter of 2024, sales of the Ford Bronco Sport (see running Ford Bronco Sport sales) grew six percent to 31,565 units, placed the off-road crossover in 11^th place among 16 entries in the mainstream C-segment crossover segment.

At the top again, the Toyota RAV4 led with a 47 percent jump in sales year-over-year to 124,822 units. The Honda CR-V followed in second place with a 41 percent bump to 95,038 units, but still nearly 30K deliveries behind Toyota. The Nissan Rogue placed third with a 19 percent swell to 90,804 units. The Chevy Equinox (see running Chevy Equinox sales), the first of two entries from GM, in fourth place, posted a sales uptick of three percent to 54,185 units. The Subaru Forester, the first of three entries from Subaru, took fifth with a 60 percent increase to 48,546 units, and the Hyundai Tucson, the first of two entries from the Hyundai-Kia conglomerate, followed in sixth with a two percent dip to 38,405 units, and the Subaru Crosstrek placed seventh with an eight percent slide to 38,405 units. The Kia Sportage, in eighth, saw sales increase 18 percent for 37,286 deliveries, followed by the Ford Escape (see running Ford Escape sales), the second entry from The Blue Oval, in ninth with a 73 percent jump to 36,595 units, and the Mazda CX-5 took tenth place with an 11 percent drop to 34,345 units. Meanwhile, the GMC Terrain (see running GMC Terrain sales) placed 12^th behind the Bronco Sport with a 22 percent rise for 21,864 deliveries, and the VW Tiguan saw sales increase 10 percent, moving 21,626 units. The remaining three entries posted less than 7K deliveries combined.

The discontinued Dodge Journey dropped off the list this quarter.

Sales Numbers - Mainstream C-Segment Crossovers - Q1 2024 - USA

In terms of segment share, the RAV4 earned an 18 percent share, up three percentage points year-over-year, while the CR-V posted a 14 percent segment share, up two percentage points, and the Rogue maintained a 13 percent share. These three crossovers alone accounted for nearly half of all sales in this segment at 45 percent combined. Meanwhile, the Equinox claimed an eight percent share, down one percentage point. Both the Forester and Tucson held a seven percent share, up two and down one percentage point, respectively. The Crosstrek posted a six percent share, also down one percentage point, and the Sportage maintained a five percent share. The Escape and CX-5 also posted a five percent share, up one and down two percentage points, respectively. Finally, the Bronco Sport maintained a five percent share, while the Terrain and Tiguan both maintained a three percent share. All other models each earned a one percent share or less.

Combining sales of the Ford Escape and the Bronco Sport gave The Blue Oval 68,160 deliveries and a 10 percent segment share.

Sales Numbers - Ford Mainstream Compact Crossovers - Q1 2024 - United States

Overall, mainstream C-segment crossovers grew 19 percent to 687,375 units, meaning that Ford Bronco sales underperformed the segment average.

The Ford Authority Take

Ford Bronco Sport sales this first quarter maintained a year-long positive trend while still struggling to make headway in placement among 16 entries in the mainstream C-segment crossover segment. However, combining sales with the Ford Escape keeps The Blue Oval somewhat competitive in this space.

About Ford Bronco Sport

The 2024 Ford Bronco Sport ushers in 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 2024 model year also drops the Heritage Limited and entry-level Base trim levels from the lineup, with the Big Bend becoming the lowest-priced, entry-level variant.

Yet the 2024 Bronco Sport offers several new packages and options 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.

The 2024 Bronco Sport keeps the 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, while the 2.0L engine puts out a more impressive 250 horsepower as well as 277 pound-feet of torque, but it’s standard exclusively on the range-topping Badlands trim.