Who Is King Of The Mountain For Q1 2024? Wrangler Or Bronco?

For years, the Jeep Wrangler has reigned supreme as the go-to choice for American off-roaders. Its iconic design and legendary capability made it the undisputed leader in its segment. However, in 2021, Ford shook up the off-road world with the introduction of the sixth-generation Bronco, aiming squarely at the Wrangler’s throne.

This slideshow requires JavaScript.

The Bronco arrived on the scene with a similar formula to the Wrangler (JL), offering both two- and four-door configurations with removable roofs and doors. This sparked intense debate among off-road enthusiasts, eager to see which vehicle would come out on top.

Competition often leads to innovation, and Jeep wasted no time in responding to the challenge. They introduced the highly successful plug-in hybrid (4xe) model, a HEMI®-powered variant, and even a package with 35-inch all-terrain tires straight from the factory.

Not to be outdone, Jeep rolled out several upgrades for the Wrangler in 2024, enhancing its capability and comfort. The addition of a full-float Dana rear axle, a 100:1 crawl ratio, a new factory Warn winch, and increased towing capacity to 5,000 lbs further solidified the Wrangler’s status as the ultimate off-roading machine. Inside, customers were treated to more comfort and safety features, including power front seats, a 12.3-inch Uconnect 5 touchscreen radio, and standard side curtain airbags.

As the dust settled on the first quarter of 2024, Jeep proudly announced that the Wrangler had sold an impressive 38,308 units. This represented a 1% increase from the previous year, despite challenges such as high-interest rates, inflation, and dealer markups.

In contrast, Ford’s beloved Bronco experienced a 25.9% decrease in sales during the same period, with 24,066 units sold. While still a respectable figure, it was clear that the Wrangler continued to hold its ground as the preferred choice among off-road enthusiasts.

This slideshow requires JavaScript.

So, for now, the Wrangler remains the undisputed king of the mountain when it comes to sales. But in the ever-evolving world of off-roading, competition is fierce, and both Jeep and Ford will undoubtedly continue to push the boundaries in their quest for off-road supremacy.