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Jeep® Wrangler vs. Ford Bronco – Mid-2024 Sales Analysis

Comparing America's Favorite 4x4s: Who's Leading The Pack This Year?

The H1 2024 sales results are in, so it’s time to reflect on how well the Jeep® Wrangler (JL) did compared to its direct competition, the Ford Bronco. Both SUVs, steeped in heritage and rugged capability, have been duking it out in the sales arena, each aiming to clinch the top spot in the hearts and driveways of American consumers.

Sales Figures at a Glance – 

2024 Jeep® Wrangler Rubicon 392. (Jeep).

In the first half of 2024, the Wrangler maintained its lead over the Bronco with 77,204 units sold, although it experienced a slight decline of 9.0% compared to last year. On the other hand, the Ford Bronco, while showing a commendable performance with 50,152 units sold, saw a decline of 14.4% year over year. The numbers underscore the ongoing preference for the Wrangler among buyers, albeit with both vehicles facing challenges amidst fluctuating market conditions.

Trends and Market Dynamics – 

2024 Ford Bronco Raptor Code Orange. (Ford).

Looking closer at the trends, Ford’s Bronco showed resilience with flat sales in Q2 2024 compared to Q2 2023, hinting at potential stabilization after its tumultuous initial launch phase. In contrast, Jeep experienced a significant drop of nearly 18% in Q2 2024, following a strong start earlier in the year. This sets an intriguing stage for the latter half of 2024, as Ford seeks to close the gap while Jeep aims to regain momentum.

Jeep® Wrangler vs Ford Bronco Sales Figures
  Jeep Wrangler (JL) Ford Bronco (U725)
H1 2024 77,204 (- 9.0%) 50,152 (- 14.4%)
H2 2023 70,849 68,896
H1 2023 84,642 58,580

The Impact of Competition –

2024 Jeep® Wrangler Willys in Sarge. (Jeep).

The Wrangler and the Bronco rivalry has undoubtedly pushed both manufacturers to innovate and expand their offerings. Jeep, responding to the Bronco’s impending threat, has diversified its Wrangler lineup with multiple engine options, including plug-in hybrid electric (PHEV) and even a HEMI®-powered option, catering to a broader spectrum of consumers. Meanwhile, Ford has maintained a competitive edge with specialized models like the Bronco Raptor, which aims to tackle more of a Baja off-road presence, while the Wrangler doesn’t have a model competing in that arena.

This competition is a win-win situation for consumers as both vehicles evolve with enhanced features and performance capabilities. The enduring popularity of the Wrangler, bolstered by its established reputation and extensive aftermarket support, contrasts with the Bronco’s resurgence as a modern contender with a nostalgic appeal.

Forget The Muscle Car Sales Battle – 

2024 Ford Bronco Badlands 2-Door. (Ford).

As we progress through 2024, the battle between the Jeep Wrangler and Ford Bronco remains a closely watched spectacle for Stellantis and Ford. While the muscle car sales battle may have ended with the demise of the Challenger and Chevrolet Camaro, the SUV battle between Stellantis and Ford may just be as important to both automakers.

While early sales figures favor the Wrangler, Ford’s strategic maneuvers and product enhancements signal a competitive future for the Bronco. Ultimately, consumer preference and market dynamics will continue to shape the outcome of this spirited rivalry, driving innovation and excellence in the off-road segment.

Robert S. Miller

Robert S. Miller is a diehard Mopar enthusiast who lives and breathes all that is Mopar. The Michigander is not only the Editor for MoparInsiders.com, 5thGenRams.com, and HDRams.com but an automotive photographer. He is an avid fan of offshore powerboat racing, which he travels the country to take part in.

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Jeep will lose their market if the next J70 Wrangler will only be BEV and Extended Range, with no pure ICE or hybrid option.

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I think the Wrangler IS a better overall choice, and I'm not biased because I keep both brands in my driveway. But it just is. It's been around far longer, it's more polished, and it still has better door and top removal procedures. It has better interior, better exterior, and more engine options. It's just a better vehicle. And I think that's why Bronco can't surpass it.

However, the problem BOTH of these vehicles have is price. Inflation is killing families and there just isn't $1,000 per month in the budget for a fun vehicle. Banks are also tightening up on lending because they know we are in a fragile economy. So in my opinion the sales losses are not happening because people don't want a Bronco or Wrangler. The losses are happening because few people can afford them.

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