Ford Bronco Still Hasn’t Overtaken Jeep Wrangler Sales
Just when we thought the 2023 Ford Bronco might overtake the Jeep Wrangler in sales, its archrival widened the gap again. The Bronco and Wrangler have been waging a vicious battle, with each throwback 4×4 throwing haymakers at the other. The Bronco made headlines in January for gaining ground on the incumbent Wrangler. But new numbers suggest that Jeep has extended its lead once again.
Is the Ford Bronco outselling the Jeep Wrangler?
The 2023 Ford Bronco is not outselling the Jeep Wrangler. The Wrangler has maintained its sales lead on the Bronco after dominating the dedicated off-roader segment for decades. However, the Bronco has nipped at the Jeep’s heels with a steadily increasing market share. The Bronco shrank the distance between the two in January. The Detroit Free Press reports that Ford sold only three fewer Broncos than Jeep sold Wranglers that month. But Jeep has extended its lead again in the months since.
Wrangler extended sales lead over Bronco again
The Jeep Wrangler outsold the Ford Bronco through the first three months of 2023 despite a close race in January. According to a report from AutoBlog, Jeep sold 37,971 Wrangler units in January, February, and March. The Bronco fell further back at 32,430 sales in that time.
It isn’t a bad performance from the Bronco – but it’s still short of Ford’s ultimate goal to take down America’s favorite off-roader. Ford can still take home some satisfaction, however.
As AutoBlog points out, Wrangler sales are down 17 percent from the same period last year, while Bronco sales are up 37 percent. While the Wrangler technically pulled ahead through February and March, it appears the Ford has still taken a chunk out of Jeep’s total sales year over year. It’s yet another volley in the Detroit automakers’ ongoing SUV war.
If only General Motors would join the fray with its own off-roader.
How long is the wait for a new Ford Bronco?
If you want to order a Ford Bronco, you’ll likely have to wait four-to-six months for delivery.
Pandemic-era supply chain disruptions are still having ripple effects on Ford’s production capacity – and it’s still trying to catch up on new Bronco orders as a result.
The release of the Ford Bronco coincided almost perfectly with the start of the coronavirus (COVID-19) pandemic. As Ford geared up to produce its off-roader, the world largely shut down. Ford found itself unable to keep production on pace with the Bronco’s high demand. This created a Bronco-order log jam that persists to this day. Ford still has notices on its website indicating that not all Bronco orders will be met in 2023. Buyers are waiting months to get in the driver’s seat.
This affects the sales battle with Jeep because Ford can realistically only sell as many Broncos as it can produce at a time to catch up with existing orders. The numbers might look different if Ford could build a substantial Bronco inventory. For now, the Jeep Wrangler still reigns supreme.