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The Ford Bronco isn’t performing as well as you might expect when it comes to sales. It’s not doing terribly, but there are several SUVs that are doing better. So how bad are things for the Bronco, and will Ford be able to turn it around?

The Jeep Wrangler is ahead of the Ford Bronco

The Jeep Wrangler is the obvious competitor of the Ford Bronco. It also sold 84,642 units, according to sales data courtesy of GoodCarBadCar, which is 26,062 more than the Bronco.

Many drivers prefer the Wrangler because it’s more established. There’s a culture to the Wrangler that the Bronco currently lacks, as evidenced by the Jeep Wave

This isn’t to say that the Bronco will never outsell the Wrangler. The numbers may not be close, but that could easily change in the future.

The more affordable Subaru Forester is a hit

The Subaru Forester is another SUV that is outselling the Ford Bronco. It sold a total of 75,814 units between January and July 2023. This is 17,234 more vehicles than the Bronco.

The Bronco is bigger than the Forester, but both are solid off-road-focused vehicles. The Forester has also been around for longer. It may not have the following that the Wrangler has, but Subaru drivers tend to stick with their brand.

The Toyota RAV4 has easily sold the most number of vehicles on this list. In fact, it’s sold 224,838 models, and the year is only half over. Most other SUVs will most likely not make it to 150,000 if they continue on the current trend, much less nearly 250,000.

It’s easy to see why the RAV4 outsold the Bronco. Toyotas tend to sell more than Fords in general and are known for being more reliable.

The RAV4 also comes as a hybrid and has been a staple of the off-road community for several years now. It tends to get solid reviews from critics and has won more than its fair share of awards.

Even though the Bronco Sport is the compact version of the Bronco, it still managed to outsell its bigger sibling. It sold a total of 63,143 units so far, which is 4,563 more. Even though it’s smaller, the Bronco Sport seems to be a critic darling. Ford has done a great job in choosing the perfect colors for the Bronco Sport, and it’s a very eye-catching vehicle.

The Bronco has seen an increase in sales

Up to this point, the Ford Bronco has sold only 58,580 units. This is certainly more than it sold last year at this time. It grew 37.6% in the first quarter of 2023, which is very impressive. In spite of this, the Bronco still isn’t having the sales boom that other SUVs are. 

There are many reasons for this, such as a lack of availability. The Bronco may still be suffering from the chip shortage, as well as other supplies required to build it. 

Then there is the fact that Ford recently issued a “Do not deliver, do not drive” order to dealerships just earlier this year. This was due to a coming recall involving the 2023 Bronco Wildtrak and 2022 Bronco Raptor. The steering gears on some of these models could lock up, and lead to a wreck. 

Recalls are alarming enough, but when you combine this with an already long wait for a vehicle you aren’t allowed to drive, then it’s obvious why there is a lack of confidence in the Bronco brand.

Even so, the Bronco is gaining in terms of sales. It’s most likely only a matter of time before things really begin to pick up for the Bronco.


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