Ford Bronco sales decreased in the United States and Mexico during the third quarter of 2024, while recording 199 deliveries in Argentina and 98 in Colombia.
Ford Bronco Sales - Q3 2024 - United States
In the United States, Ford Bronco deliveries totaled 26,796 units in Q3 2024, a decrease of about 19 percent compared to 32,888 units sold in Q3 2023.In the first nine months of the year, Bronco sales decreased about 16 percent to 76,948 units.
| MODEL | Q3 2024 / Q3 2023 | Q3 2024 | Q3 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO | -18.52% | 26,796 | 32,888 | -15.87% | 76,948 | 91,468 |
Ford Bronco Sales - Q3 2024 - Mexico
In Mexico, Ford Bronco deliveries totaled 199 units in Q3 2024, a decrease of about 62 percent compared to 523 units sold in Q3 2023.In the first nine months of the year, Bronco sales decreased about 21 percent to 922 units.
| MODEL | Q3 2024 / Q3 2023 | Q3 2024 | Q3 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO | -61.95% | 199 | 523 | -20.93% | 922 | 1,166 |
Ford Bronco Sales - Q3 2024 - Argentina
In Argentina, Ford Bronco deliveries totaled 33 units in Q3 2024.In the first nine months of the year, Bronco sales totaled 42 units.
| MODEL | Q3 2024 / Q3 2023 | Q3 2024 | Q3 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO | * | 33 | * | * | 42 | 0 |
Ford Bronco Sales - Q3 2024 - Colombia
In Colombia, Ford Bronco deliveries totaled 98 units in Q3 2024.In the first nine months of the year, Bronco sales totaled 182 units.
| MODEL | Q3 2024 / Q3 2023 | Q3 2024 | Q3 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| BRONCO | * | 98 | * | * | 182 | 0 |
Competitive Sales Comparison (USA)
Ford Bronco sales (see running Ford Bronco sales) were down 19 percent for 26,796 deliveries in Q3 2024 as The Blue Oval’s off-roading SUV moved into second place from the previous quarter, mid-pack amid two competitors.
The Jeep Wrangler maintained the lead with sales down 14 percent moving 35,874 units, while the Toyota 4Runner fell to third place with a three percent dip to 22,641 units.
Sales Numbers - Midsize Off-Road SUVs - Q3 2024 - USA
| MODEL | Q3 24 / Q3 23 | Q3 24 | Q3 23 | Q3 24 SHARE | Q3 23 SHARE | YTD 24 / YTD 23 | YTD 24 | YTD 23 |
|---|---|---|---|---|---|---|---|---|
| JEEP WRANGLER | -14.40% | 35,874 | 41,909 | 42% | 43% | -10.65% | 113,078 | 126,551 |
| FORD BRONCO | -18.52% | 26,796 | 32,888 | 31% | 34% | -15.87% | 76,948 | 91,468 |
| TOYOTA 4RUNNER | -2.78% | 22,641 | 23,289 | 27% | 24% | +3.00% | 89,191 | 86,594 |
| TOTAL | -13.02% | 85,311 | 98,086 | -8.34% | 279,217 | 304,613 |
In terms of segment share, the Ford Bronco held a 31 percent share, down three percentage points year-over-year. The Wrangler led with a 42 percent share, down one percentage point. The 4Runner posted a 27 percent segment share, up three percentage points.
The midsize mainstream off-road SUV segment contracted 13 percent to 85,311 units in Q3 2024, meaning Ford Bronco sales underperformed the segment average.
The Ford Authority Take
Ford Bronco sales were in the red during Q3 2024, which was also the case for the Jeep Wrangler and Toyota 4Runner. However, the Bronco fell at a faster rate than both of those rivals.
We attribute the drop in Bronco sales to waning demand, something that would be solved by a much-needed product refresh. Until then, we expect sales to be be stable or drop slightly compared to the third quarter.
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.
Meanwhile, production of the Bronco Everglades ended in August, joining four trims dropped for the 2025 Ford Bronco.
New 2025 Ford Bronco Stroppe Special Edition
About The Numbers
- All percent change figures compared to Ford Bronco 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
Stay the course!! If Jeep sales also dropped, that’s mostly like due to economy and being harder to get financed.
The more you start changing the style (Jeep hasn’t changed body style in decades and people still love it) the more people can’t rely on getting that classic look. Keep the stamping the same without having to invest in style changes! Now you’ve already eliminated the 2.7. People want the option of horsepower in the Bronco they build to order!
If you keep messing with it, sales (overall) will continue to drop to the point where you’ll yet again, end production of an Icon! Bronco, F-Series, Mustang, a mid size and Thunderbird were vehicles you could depend on with Ford. Losing the Thunderbird was like Chevy dropping the Camaro, not good. Don’t make the same mistake by messing up the Bronco. Look at the F-Series. Same full size pick-up for decades and people love it because they know the look and what they’re getting. Stop changing everything!!!