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One rookie isn’t keeping up with the pros. The Ford Bronco was brought back from the dead to battle the Jeep Wrangler and Toyota 4Runner. However, Ford Bronco sales prove that this SUV still has work to do. 

2024 First Quater Ford Bronco Sales 

According to GoodCarBadCar, Ford Bronco sales are down while the Toyota 4Runner and Jeep Wrangler have increased. This is impressive for the 4Runner because the brand-new 2025 model just dropped. 

The Bronco sold 10,147 units in March 2023, but only moved 8,453 models in March 2024. This is a 16.69% sales decrease. 

Also, the Ford Bronco had 32,430 sales last year to date and only 24,066 sales this year to date, for a 25.79% decrease. 

Meanwhile, the Toyota 4Runner sold 7,8387 models in March 2023 and 12,756 models in March 2024 for a 70.38% increase. 

The 2024 Ford Bronco off-roading at dusk
2024 Ford Bronco | Ford

During the first quarter of 2023, the 4runner sold 21,226 units, and in the first quarter of 2024, it moved 33,828 models for an increase of 60.18%. 

Last but not least, in March 2023, the Jeep Wrangler moved 13,490 models, and in March 2024, 13,105 models for a 2.85% decrease. Despite the slight sales dip, it’s still ahead of the Bronco and looking good so far for the year. 

During the first quarter of 2023, the Wrangler sold 37,971 units. During the first quarter of 2024, it sold 38,307 models for a 0.88% increase. 

Why are Bronco sales down? 

Ford Bronco sales could be struggling due to a waning interest in the boxy SUV. People have said, “It’s not a Jeep Wrangler,” in response to the sales decline, but that feels subjective and I want concrete evidence. 

The lack of Dana 44 axles in the Bronco could be an issue, but you can add an after-market solid axle. The Raptor and Sasquatch trims now have a solid front axle. Also, you really only need that for serious rock crawling and off-roading adventures. 

Others attribute the decreasing Bronco sales to the United Autoworkers (UAW) strike. It started in October and lasted six weeks, hurting production because the Michigan plant where the Bronco is built was closed. 

However, the strike also closed the Jeep Wrangler plant in Toledo, Ohio, but it didn’t seem to have the same impact. 

The supply chain constraints could be finally leveling off to ease production woes in 2024 as well. Finally, some good news. 

Another impact could be related to quality and reliability. According to J.D.Power, the 2024 Bronco has a quality and reliability score of 75 out of 100. The 2024 Wrangler earned an 84 and the 2024 4Runner has an 86. 

Scores between 70 and 80 are average while scores between 81 and 90 are above average. So, the Bronco isn’t on the same level. 

What about pricing? The 2024 Bronco ranges between $39,360 to $90,035. The 2024 Wrangler costs between $31,995 to $91,545. The 2024 4Runner ranges between $40,705 and $55,179. 

So, the Bronco has a lower starting price than the 4Runner but starts much higher than the entry-level Wrangler. 

On an interesting note, the Wrangler and 4Runner were never discontinued in America, but the Bronco was. 

Ford Bronco sales may be down for now, but it’s still early in the year. There’s time for changes and improvements to be made.