Jeep® Wrangler vs. Ford Bronco: Q3 2024 Sales Showdown

As we move into the final quarter of 2024, the competition between the Jeep® Wrangler (JL) and Ford Bronco continues to be fierce. Both iconic SUVs boast strong heritage and a reputation for rugged off-road capability, but how are they faring in the sales battle? With Q3 2024 results now available, it’s clear that while both vehicles are facing challenges in a tough market, the Wrangler still holds the lead over the Bronco in both quarterly and year-to-date (YTD) sales.

The Jeep® Wrangler: A Strong Contender Facing Hurdles – 

The Jeep Wrangler has long been the go-to choice for off-road enthusiasts, and it continues to attract a loyal customer base. However, like many other automakers, Jeep has been navigating production issues. Recent stalls at the Toledo Assembly Complex, where the Wrangler is built, have been caused by high inventory levels and ongoing supply chain disruptions. Despite these setbacks, the Wrangler continues to lead its direct competitor, the Ford Bronco, in sales.

Jeep’s Wrangler lineup benefits from its diverse offerings, including the successful plug-in hybrid (PHEV) 4xe models. These electrified versions provide consumers with eco-friendly options without compromising the brand’s off-road prowess. Additionally, Jeep fans have been eagerly eyeing the 6.4-liter (392 cubic-inch) HEMI® V8-powered Wrangler Unlimited Rubicon 392, a high-performance variant that is set to be discontinued soon. This limited-time offering has generated buzz among performance enthusiasts looking for a powerful and capable off-road machine.

The Ford Bronco: A Resilient Challenger –

The Ford Bronco, which returned to the market in 2021, has been a hit with off-road fans who want a modern take on the classic SUV. While the Bronco’s sales have been solid, it has not been immune to the challenges affecting the entire automotive industry. Supply chain issues, combined with production delays, have hampered Ford’s ability to meet demand, leading to an 18.5% drop in Q3 sales compared to the same period last year.

Nevertheless, the Bronco remains a formidable competitor. Its retro-inspired design, advanced off-road features, and wide range of configurations allow it to stand out in a crowded market. However, even with strong demand, the Bronco is trailing the Wrangler in both quarterly and YTD sales.

Sales Breakdown: Wrangler vs. Bronco –

Let’s take a closer look at the Q3 and YTD 2024 sales numbers for both the Jeep Wrangler and the Ford Bronco:

Market Trends and Outlook –

While both vehicles experienced sales declines compared to the same period in 2023, the Wrangler maintains a solid lead. Jeep sold 35,874 units in Q3 2024, a 14% decline from Q3 2023. Meanwhile, the Bronco saw a steeper 18.5% drop, with 26,796 units sold in Q3. Year-to-date, the Wrangler has sold 113,078 units, outpacing the Bronco’s 76,948 units.

The Wrangler’s advantage can be attributed to several factors, including the popularity of its 4xe PHEV models, which appeal to environmentally conscious buyers looking for adventure. Ford has yet to introduce a hybrid or electrified version of the Bronco, putting it at a slight disadvantage in this area.