Ford Bronco Sport Sales Down 15 Percent During Q2 2024

Ford Bronco Sport sales decreased in the United States and Mexico but increased in Argentina and Colombia during the second quarter of 2024, with 4,261 deliveries posted in Canada and 486 in Brazil.

Ford Bronco Sport Sales - Q2 2024 - United States

In the United States, Ford Bronco Sport deliveries totaled 28,189 units in Q2 2024, a decrease of about 15 percent compared to 33,272 units sold in Q2 2023.

In the first six months of the year, Bronco Sport sales decreased about 5 percent to 59,754 units.

Ford Bronco Sport Sales - Q2 2024 - Canada

In Canada, Ford Bronco Sport deliveries totaled 4,261 units in Q2 2024.

In the first six months of the year, Bronco Sport sales totaled 7,537 units.

Ford Bronco Sport Sales - Q2 2024 - Mexico

In Mexico, Ford Bronco Sport deliveries totaled 675 units in Q2 2024, a decrease of about 29 percent compared to 954 units sold in Q2 2023.

In the first six months of the year, Bronco Sport sales decreased about 22 percent to 1,437 units.

Ford Bronco Sport Sales - Q2 2024 - Brazil

In Brazil, Ford Bronco Sport deliveries totaled 486 units in Q2 2024.

In the first six months of the year, Bronco Sport sales totaled 1,065 units.

Ford Bronco Sport Sales - Q2 2024 - Argentina

In Argentina, Ford Bronco Sport deliveries totaled 258 units in Q2 2024, an increase of about 35 percent compared to 191 units sold in Q2 2023.

In the first six months of the year, Bronco Sport sales decreased about 17 percent to 557 units.

Ford Bronco Sport Sales - Q2 2024 - Colombia

In Colombia, Ford Bronco Sport deliveries totaled 148 units in Q2 2024, an increase of about 32 percent compared to 112 units sold in Q2 2023.

In the first six months of the year, Bronco Sport sales increased about 106 percent to 331 units.

Competitive Sales Comparison (USA)

Sales of the Ford Bronco Sport (see running Ford Bronco Sport sales) fell 15 percent to 28,189 units in Q2 2024, keeping the off-road crossover in 11^th place from the previous quarter among 16 entries in the mainstream C-segment crossover segment.

Remaining at the top, the Toyota RAV4 led with a 21 percent swell in sales year-over-year to 123,473 units. The Honda CR-V followed in second place with a five percent uptick to 101,166 units. The Chevy Equinox (see running Chevy Equinox sales), the first of two entries from crosstown rival GM, moved a spot up into third with a one percent slip to 52,270 units. The Nissan Rogue traded places to take fourth with a 29 percent drop to 50,356 units. Rounding out the top five, the Hyundai Tucson, the first of two entries from the Hyundai-Kia conglomerate, followed with a 14 percent dip to 46,637 units. The Subaru Forester, the first of two entries from Subaru, placed sixth with a 43 percent increase to 44,303 units. The Kia Sportage, in seventh, saw sales up six percent for 42,567 deliveries. The Subaru Crosstrek placed eighth with a 19 percent bump to 41,095 units, followed by the Ford Escape (see running Ford Escape sales), the second entry from The Blue Oval, in ninth with a 13 percent slide to 37,943 units, and the Mazda CX-5 finished out the top 10 with a similar 13 percent downturn to 35,869 units. Meanwhile, the GMC Terrain (see running GMC Terrain sales) placed 12^th behind the Bronco Sport with a 38 percent jump for 27,259 deliveries, and the VW Tiguan took 13^th with an 11 percent increase moving 21,038 units.

The remaining three entries posted less than 6K deliveries combined. One of those includes the Jeep Cherokee in last place, which was discontinued last year but may return at some point.

Sales Numbers - Mainstream C-Segment Crossovers - Q2 2024 - USA

In terms of segment share, the RAV4 earned a 19 percent share, up three percentage points year-over-year. The CR-V maintained a 15 percent segment share, the Equinox maintained an eight percent share, and the Rogue posted an eight percent share as well, though down three percentage points. These four crossovers alone accounted half of all sales in this segment with a 50 percent share combined. Both the Tucson and Forester held a seven percent share, down one and up two percentage points, respectively. The Sportage maintained a six percent share. The Crosstrek and Escape also each held a six percent share, up and down one percentage point, respectively. The CX-5 posted a five percent share, down one percentage point. Finally, the Bronco Sport and Terrain both earned a four percent share, down and up one percentage point, respectively, and the Tiguan maintained a three percent share. All other models earned a share of nil.

Combining sales of the Ford Escape and the Bronco Sport gave The Blue Oval 66,132 deliveries and a 10 percent segment share.

Sales Numbers - Ford Mainstream Compact Crossovers - Q2 2024 - United States

Overall, mainstream C-segment crossovers grew just one percent to 657,928 units, meaning that Ford Bronco sales underperformed the segment average.

The Ford Authority Take

Ford Bronco Sport sales for Q2 2024 reversed a year-long positive trend, down this time while maintaining 11^th place among 16 entries. However, combining sales of the Bronco Sport with the Ford Escape kept The Blue Oval somewhat competitive in this space again.

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.

The refreshed 2025 Ford Bronco Sport just debuted with a Sasquatch Package and new tech, which should boost sales when it arrives at dealerships later this year.