Ford Authority

Bronco Family Sales Down 11 Percent Overall During Q1 2024

Sales of the Ford Bronco family, comprised of the Ford Bronco body-on-frame SUV and Ford Bronco Sport unibody crossover, decreased in the United States and Mexico during the first quarter of 2024.

Sales Numbers - Bronco Family - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23
BRONCO -25.79% 24,066 32,430
BRONCO SPORT +5.67% 31,565 29,871
TOTAL -10.71% 55,631 62,301

Cumulative deliveries of the Ford Bronco family in the United States decreased 11 percent to 55,631 units in Q1 2024, comprised of:

Sales Numbers - Bronco Family - Q1 2024 - Mexico

MODEL Q1 24 / Q1 23 Q1 24 Q1 23
BRONCO +22.26% 379 310
BRONCO SPORT -14.96% 762 896
TOTAL -5.39% 1,141 1,206

Cumulative deliveries of the Ford Bronco family in Mexico decreased five percent to 1,141 units in Q1 2024, comprised of:

  • 379 units of the Ford Bronco, an increase of over 22 percent compared to the 310 units sold in Q1 2023, and
  • 762 units of the Ford Bronco Sport, a decrease of nearly 15 percent compared to 896 units sold in Q1 2023

Ford Bronco family sales decreased 11 percent overall in Q1 2024 to 55,631 units, with the Ford Bronco down 26 percent but the Ford Bronco Sport up six percent.

The Ford Authority Take

The Ford Bronco family comprises two distinct models, the first being the “regular” Bronco body-on-frame SUV, and the second being the Bronco Sport unibody crossover. Both models encompass the single Bronco sub-brand focused on off-road capability and adventure.

Sales of the two related models went in the opposite directions again, similar to the previous quarter, with the Bronco down 26 percent and the Ford Bronco Sport up six percent.

Available inventory supply of both models may have impacted sales.

Bronco production at the Michigan Assembly plant did increase in December but then decreased in January, only to increase in February and then drop substantially in March.

On the other hand, Bronco Sport production at the Hermosillo Assembly plant also increased in December and in January, but decreased in February and in March.

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.

2024 Ford Bronco Sport

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 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.

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  1. Ronald Keith

    Unrealistic dealer ADMs and poor quality control have finally caught up with the big Bronco

  2. David Dickinson II

    The Bronco Sport has been a consistently overlooked good value, and it looks like people are finally realizing that. Or they have just run out of money and it is one of the few affordable vehicles. A 25% Bronco drop is a (big) problem.

  3. Scott

    I was given a Bronco Sport as a one-day loner while my 23 F150 was in the shop.
    YIKEs! Road like a rock in cookie batter. NO power, tin feeling, ultra small cabin,
    and it felt like I was in an assisted living home.

    1. Elizabeth

      I absolutely love my ‘24 Bronco Sport. Yes it’s only the 1.5 L but I find it plenty powerful on the road especially with this thing called a speed limit and traffic.

  4. Murray Henley

    It seems Ford has reached Peak Bronco.

    And there is not much product left to cancel to make up for the fact that not everyone wants to drive a truck.

  5. Bronco Billy

    The primary cause of a reduction in 1st quarter Bronco sales is that Ford was concentrating on building Rangers rather than Broncos. They are built in the same plant.

  6. Bronco Billy

    The trailer tow package was not standard in previous model years of the G6 Bronco. It was a factory option. You can still order it as an option, but according to the linked article by Brett Foote, it is a dealer installed option now.


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