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.
| MODEL | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO SPORT | -15.28% | 28,189 | 33,272 | -5.37% | 59,754 | 63,143 |
| MODEL | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO SPORT | * | 4,261 | * | * | 7,537 | 0 |
| MODEL | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO SPORT | -29.25% | 675 | 954 | -22.32% | 1,437 | 1,850 |
| MODEL | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO SPORT | * | 486 | * | * | 1,065 | 0 |
| MODEL | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO SPORT | +35.08% | 258 | 191 | -16.62% | 557 | 668 |
| MODEL | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO SPORT | +32.14% | 148 | 112 | +105.59% | 331 | 161 |
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 11th 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 12th behind the Bronco Sport with a 38 percent jump for 27,259 deliveries, and the VW Tiguan took 13th 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.
| MODEL | Q2 24 / Q2 23 | Q2 24 | Q2 23 | Q2 24 SHARE | Q2 23 SHARE | YTD 24 / YTD 23 | YTD 24 | YTD 23 |
|---|---|---|---|---|---|---|---|---|
| TOYOTA RAV4 | +20.68% | 123,473 | 102,313 | 19% | 16% | +32.77% | 248,295 | 187,017 |
| HONDA CR-V | +4.88% | 101,166 | 96,456 | 15% | 15% | +1.53% | 166,204 | 163,697 |
| CHEVROLET EQUINOX | -1.28% | 52,270 | 52,949 | 8% | 8% | +0.57% | 106,455 | 105,851 |
| NISSAN ROGUE | -29.32% | 50,356 | 71,246 | 8% | 11% | -4.46% | 141,160 | 147,745 |
| HYUNDAI TUCSON | -14.30% | 46,637 | 54,421 | 7% | 8% | -8.40% | 92,146 | 100,591 |
| SUBARU FORESTER | +43.37% | 44,303 | 30,902 | 7% | 5% | +51.44% | 92,849 | 61,310 |
| KIA SPORTAGE | +5.87% | 42,567 | 40,205 | 6% | 6% | +11.08% | 79,853 | 71,889 |
| SUBARU CROSSTREK | +18.88% | 41,095 | 34,568 | 6% | 5% | +4.43% | 79,500 | 76,130 |
| FORD ESCAPE | -13.15% | 37,943 | 43,690 | 6% | 7% | +14.96% | 74,538 | 64,839 |
| MAZDA CX-5 | -13.14% | 35,869 | 41,294 | 5% | 6% | -12.26% | 70,214 | 80,021 |
| FORD BRONCO SPORT | -15.28% | 28,189 | 33,272 | 4% | 5% | -5.37% | 59,754 | 63,143 |
| GMC TERRAIN | +38.39% | 27,259 | 19,697 | 4% | 3% | +30.56% | 49,123 | 37,625 |
| VOLKSWAGEN TIGUAN | +10.51% | 21,038 | 19,038 | 3% | 3% | +10.00% | 42,664 | 38,785 |
| MITSUBISHI ECLIPSE CROSS | -8.55% | 2,525 | 2,761 | 0% | 0% | +38.20% | 5,988 | 4,333 |
| MINI COUNTRYMAN | -8.10% | 2,269 | 2,469 | 0% | 0% | -16.40% | 4,395 | 5,257 |
| JEEP CHEROKEE | -83.87% | 969 | 6,006 | 0% | 1% | -88.74% | 2,165 | 19,219 |
| TOTAL | +1.02% | 657,928 | 651,287 | +7.16% | 1,315,303 | 1,227,452 |
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.
| MODEL | Q2 24 / Q2 23 | Q2 24 | Q2 23 | Q2 24 SHARE | Q2 23 SHARE | YTD 24 / YTD 23 | YTD 24 | YTD 23 |
|---|---|---|---|---|---|---|---|---|
| FORD BRONCO SPORT | -15.28% | 28,189 | 33,272 | 43% | 43% | -5.37% | 59,754 | 63,143 |
| FORD ESCAPE | -13.15% | 37,943 | 43,690 | 57% | 57% | +14.96% | 74,538 | 64,839 |
| TOTAL | -14.07% | 66,132 | 76,962 | +4.93% | 134,292 | 127,982 |
Overall, mainstream C-segment crossovers grew just one percent to 657,928 units, meaning that Ford Bronco Sport sales underperformed the segment average.
Ford Bronco Sport sales for Q2 2024 reversed a year-long positive trend, down this time while maintaining 11th 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.
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.
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View Comments
Ford needs to drop the Escape, and add a 2dr version of the sport, it could be like the Bronco II. They also need to drop the 1.6L Ecoboost and make the 2.0L the only option. But since Ford lately has no logic it will never happen.
The Bronco Sport is a nice compact SUV if you're into more truck-like stuff but I think discontinuing the Escape is a mistake. Clearly there's people still looking for a more car-like crossover experience, and it's not like they're dumping the platform with the Bronco Sport and Maverick (and future Maverick Van) using it. Though maybe if they do a proper job on passenger versions of the C2 van it could squeeze into the Escape's slot, there's still the loss of a respected car nameplate and it's associated equity.
Escape sells better than the Bronco Sport. Escape has a hybrid option Bronco Sport doesn't. Discontinue the Escape, how does that make sense? Must be new math or mismanagement.
Falling quality and rising prices are a big part of the decline in sales. Endless infotainment system problems, continuing water pump problems and RDU problems just to name a few are killing Bronco Sport sales.
I was all set to purchase a Badlands but after doing some research I was scared off this purchase. YouTube has massive amounts of very unhappy owners with lots of issues that are not being looked after by Ford…
Ford been having some serious quality and really stupid engineering issues.