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 third quarter of 2024.
Sales Numbers - Bronco Family - Q3 2024 - USA
| MODEL | Q3 24 / Q3 23 | Q3 24 | Q3 23 | YTD 24 / YTD 23 | YTD 24 | YTD 23 |
|---|---|---|---|---|---|---|
| BRONCO | -18.52% | 26,796 | 32,888 | -15.87% | 76,948 | 91,468 |
| BRONCO SPORT | +4.13% | 34,603 | 33,232 | -2.09% | 94,357 | 96,375 |
| TOTAL | -7.14% | 61,399 | 66,120 | -8.80% | 171,305 | 187,843 |
Cumulative deliveries of the Ford Bronco family in the United States decreased seven percent to 61,399 units in Q3 2024, comprised of:
- 26,796 units of the Ford Bronco, with a decrease of nearly 19 percent compared to 32,888 units sold in Q3 2023, and
- 34,603 units of the Ford Bronco Sport, an increase of over four percent compared to 33,232 units sold in Q3 2023
Sales Numbers - Bronco Family - Q3 2024 - Mexico
| MODEL | Q3 24 / Q3 23 | Q3 24 | Q3 23 | YTD 24 / YTD 23 | YTD 24 | YTD 23 |
|---|---|---|---|---|---|---|
| BRONCO | -61.95% | 199 | 523 | -20.93% | 922 | 1,166 |
| BRONCO SPORT | -37.91% | 511 | 823 | -27.12% | 1,948 | 2,673 |
| TOTAL | -47.25% | 710 | 1,346 | -25.24% | 2,870 | 3,839 |
Cumulative deliveries of the Ford Bronco family in Mexico decreased 47 percent to 710 units in Q3 2024, comprised of:
- 199 units of the Ford Bronco, a decrease of almost 62 percent compared to 523 units sold in Q3 2023, and
- 511 units of the Ford Bronco Sport, a decrease nearly 38 percent compared to 823 units sold in Q3 2023
The Ford Authority Take
Bronco sales were down while those of the Bronco Sport were up during Q3 2024. We posit that the reason for the drop in Bronco sales is that the off-road SUV is now in the cooling phase, after pent-up and initial demand levels were satiated. Meanwhile, the Bronco Sport is in a different spot, as it increasingly seems like Ford is putting its efforts in the C-crossover segment into the Bronco Sport, and not into the Escape, which has traditionally served this role.
So while the Bronco Sport is attracting a broader audience, the larger Bronco seems to have met the ceiling of its demand levels.
As a reminder, the Ford Bronco family is comprised of 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 Bronco sub-brand focused on off-road capability and adventure.
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.
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.
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.
Here’s a guide to every 2025 Bronco Sport package and available wheel. It drops three exterior colors but adds two ones.
About The Numbers
- All percent change figures compared to Ford Bronco family sales in Q3 2023, unless otherwise noted
- In the United States, there were 76 selling days for Q3 2024 and 78 selling days for Q3 2023
Comment
The novelty has worn off. Those with half a brain are waiting for the many that are coming off a 3 year lease instead of paying the rediculous prices for a new one.