Ford Bronco sales decreased in the United States but increased in Mexico during the second quarter of 2024, and recorded 1,999 deliveries in Canada, nine in Argentina, and 80 in Colombia.
Ford Bronco Sales - Q2 2024 - United States
In the United States, Ford Bronco deliveries totaled 26,086 units in Q2 2024, a decrease of about 0 percent compared to 26,150 units sold in Q2 2023.In the first six months of the year, Bronco sales decreased about 14 percent to 50,152 units.
| MODEL | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO | -0.24% | 26,086 | 26,150 | -14.39% | 50,152 | 58,580 |
Ford Bronco Sales - Q2 2024 - Canada
In Canada, Ford Bronco deliveries totaled 1,999 units in Q2 2024.In the first six months of the year, Bronco sales totaled 3,461 units.
| MODEL | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO | * | 1,999 | * | * | 3,461 | 0 |
Ford Bronco Sales - Q2 2024 - Mexico
In Mexico, Ford Bronco deliveries totaled 344 units in Q2 2024, an increase of about 3 percent compared to 333 units sold in Q2 2023.In the first six months of the year, Bronco sales increased about 12 percent to 723 units.
| MODEL | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO | +3.30% | 344 | 333 | +12.44% | 723 | 643 |
Ford Bronco Sales - Q2 2024 - Argentina
In Argentina, Ford Bronco deliveries totaled 9 units in Q2 2024.In the first six months of the year, Bronco sales totaled 9 units.
| MODEL | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO | * | 9 | * | * | 9 | 0 |
Ford Bronco Sales - Q2 2024 - Colombia
In Colombia, Ford Bronco deliveries totaled 80 units in Q2 2024.In the first six months of the year, Bronco sales totaled 84 units.
| MODEL | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO | * | 80 | * | * | 84 | 0 |
Competitive Sales Comparison (USA)
Ford Bronco sales were flat for 26,086 units during Q2 2024, as The Blue Oval’s off-roading SUV remained in last place from the previous quarter behind its two competitors.
The Jeep Wrangler kept the lead though sales were down 17 percent moving 38,896 units. The Toyota 4Runner stayed in the middle with a 10 percent jump to 32,727 units.
Sales Numbers - Midsize Off-Road SUVs - Q2 2024 - USA
| MODEL | Q2 24 / Q2 23 | Q2 24 | Q2 23 | Q2 24 SHARE | Q2 23 SHARE | YTD 24 / YTD 23 | YTD 24 | YTD 23 |
|---|---|---|---|---|---|---|---|---|
| JEEP WRANGLER | -16.66% | 38,896 | 46,671 | 40% | 46% | -8.79% | 77,204 | 84,642 |
| TOYOTA 4RUNNER | +10.49% | 32,727 | 29,620 | 33% | 29% | +31.17% | 66,550 | 50,736 |
| FORD BRONCO | -0.24% | 26,086 | 26,150 | 27% | 26% | -14.39% | 50,152 | 58,580 |
| TOTAL | -4.62% | 97,709 | 102,441 | -0.03% | 193,906 | 193,958 |
In terms of segment share, the Wrangler earned a 40 percent share, down six percentages point year-over-year. The 4Runner posted a 33 percent segment share, up four percentage points, while the Ford Bronco held 27 percent share, up one percentage point.
Overall, the midsize off-road SUV segment contracted five percent to 97,709 units in Q2 2024, meaning Ford Bronco sales slightly outperformed the segment average.
The Ford Authority Take
Ford Bronco sales were flat this time around, not really providing much of an improvement over negative sales the previous quarter, staying in the last spot among just three entries in during the second quarter of 2024.
Meanwhile, the Jeep Wrangler and Toyota 4Runner kept their spots, outselling The Blue Oval’s rugged pony, together commanding nearly three-fourths of the midsize off-road SUV segment. But the Ford Bronco was reborn merely a fews years ago for the 2021 model year as an all-new, sixth-generation challenge to these long-standing nameplates. Furthermore, just this past fall, Bronco sales surpassed the 4Runner in Q3 2024 by nearly 10K deliveries. And, recently, the Ford Bronco beat the Jeep Wrangler and Toyota Land Cruiser in a new test.
Production of the Bronco dropped substantially in March, but increased in April and slightly in May, and then slightly decreased in June, with any net difference likely not having an impact on sales.
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. However, 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.
Here are all the packages available and roof options offered on the 2024 Bronco.
- All percent change figures compared to Ford Bronco sales in Q2 2023, unless otherwise noted
- In the United States, there were 77 selling days for Q2 2024 and 77 selling days for Q2 2023
- Ford Motor Company Q2 2024 sales reports:
- Ford Motor Company sales Q2 2024 U.S.A
- Ford sales Q2 2024 U.S.A. (Ford brand)
- Lincoln sales Q2 2024 U.S.A.
- Ford Motor Company sales April 2024 U.S.A.
- Ford Motor Company sales May 2024 U.S.A.
- Ford Motor Company sales June 2024 U.S.A.
- Ford China sales Q2 2024
- Ford Motor Company Canada sales Q2 2024
- Ford Canada sales Q2 2024
- Lincoln Canada sales Q2 2024
- Ford Motor Company Argentina sales Q2 2024
- Ford Motor Company Colombia sales Q2 2024
- Ford Colombia sales April 2024 (Ford brand)
- Ford Colombia sales May 2024 (Ford brand)
- Ford Colombia sales June 2024 (Ford brand)
- Ford Motor Company Brazil sales Q2 2024
- Ford Brazil sales April 2024 (Ford brand)
- Ford Brazil sales May 2024 (Ford brand)
- Ford Brazil sales June 2024 (Ford brand)
- Ford Motor Company Mexico sales Q2 2024
- Ford Motor Company Mexico sales April 2024
- Ford Motor Company Mexico sales May 2024
- Ford Motor Company Mexico sales June 2024
- Ford Motor Company sales Q2 2024 U.S.A
Comments
Gee, I wonder why, Ford got greedy with their prices for one thing, The trims absolutely suck now. No V6 for the Big Bend anymore. And let’s face it, it was supposed to be customizable, but can I get it from the factory the way i want, NO!. Let me choose wheels, tires, bumpers, grill, interior color I want, the mid package needs to include all options minus Ford 360 and B&O system. Let me have an option for a customizable paint option of Top, handles, fenders flares, Mirror caps being painted in Oxford white, Carbonized Gray, Shadow Black, or monotone on all trim levels. I can picture my Bronco, but at minimum I need parts from 3 or more Broncos. I would like to know why we can’t get the Ford Performance wheels from the factory?
I have to agree Fords greed with the ever rising MSRPs poor quality control have killed the Golden Goose that Bronco could have been.
Real Broncos have 2 doors.
And you can get one, but you’re not a real customer, right?
Help might be on the way since the Wrangler has had two, big, nasty recalls this week. But Ford HAS to stop gouging, decontenting, and offering poor quality. Not on just the Bronco.
Bronco and Jeep too….waaay to expensive. I’ll keep my 21 year old Jeep Wrangler TJ. Still going strong.
And it was paid off LONG time ago.
Amazing info, keep us informed when it’s 22 years old (snooze……)
Wasn’t trying to amaze you…
Simply stating not worth spending 50,000 dollars on the crap they pumping out today.
Might be for a lesser price…maybe.
Think word might have gotten out about Ford’s quality control, or lack thereof?
Ironically, Jeep’s is probably just as bad, but they were starting with a better image.
So, who’s going belly up first, FoMoCo or Stellantis?
Ordered a Ford bronco Heritage edition, two door,
manual transmission. (Yes, a real Bronco🇺🇸😀)
There was a delay in delivery having to do with quality issue. I believe they put an upgraded steering gear in it before delivery.
Previous to this truck, I have driven Range Rover and Land Rover for the last 20 years.
This Ford bronco is the first Ford that I have ever had.
Very happy with it. It’s solid as a rock, No weird, rattles, drives really well, all the electronics, a/c etc….Everything does what it’s supposed to do.
off-road. It is a beast.
Anyone connected with the Bronco launch and how its been handled should be fired. Ford had probably the biggest news getter in the auto indin the last 40 years and clearly efed it up big time. You almost couldn’t do a worst job if you tried. Imagine the Excecutives get paid big money to screw up. What a joke. And also limiting options and decontenting and price gouging they are still making bad decisions. Fire them all!
LOVE my Bronco! First Ford since a 1973 Mach 1 “hand-me-down”. Overall, Ford did an incredible job on the 6G. I too (not to) am a Land Rover owner of 20+ years (yeah, I’m old) and thoroughly enjoy my 2door, 2.3l manual – wish it was a 1,000 lbs lighter – but far superior to my (former love) ‘94 Defender 90.
Have to agree with most feedback, and yeah, why the heck can’t I order Method wheels from the factory & why are the stock Bilsteins inferior?!?!? I despise compromise… I suffered greatly with compromise as a LR owner.
Maybe it would sell better if its engines weren’t crap.