Ford has a huge problem that it needs to solve before it can defeat the Jeep Wrangler. Ford and Jeep are rivals in the SUV vehicle class. Now that the Bronco has resurfaced after a long hiatus, the Wrangler has major competition. Here’s what Ford needs to fix to defeat the Jeep Wrangler.
The 2021 Ford Bronco’s deliveries were disastrous
The Ford Bronco was the most anticipated SUV of 2021. Why? Because the Bronco had risen from its shallow grave, and the nameplate reemerged after being discontinued for over two decades. The Bronco was scrapped to make room for larger SUVs from the Blue Oval. Now, small SUVs are back in style, and the Bronco is here to crush the competition.
Pre-orders were filled quickly as consumers either raced to tap into nostalgia or experience the legendary off-road SUV for themself for the first time. Folks who placed orders for the Bronco were hit with last-minute markups. Some consumers weren’t even able to receive the Bronco trim that they ordered and instead were encouraged to choose a different trim.
The Blue Oval was successful in drumming up hype for the small off-road SUV. They just clearly weren’t able to meet the massive demand for the Bronco. Some consumers who were able to secure a pre-order still haven’t gotten the Bronco of their choice, or any Bronco for that matter, almost a year after they placed their order.
To make matters even worse, the scarcity of the Ford Bronco quickly created a thriving resale market on eBay. Some Ford Bronco Models were auctioned for as high as $150,000 because of how few Broncos are in circulation. Is the resale market all Ford’s fault? Perhaps not. That being said, more Broncos being produced and delivered in an organized manner could have helped put out this fire.
The 2021 Ford Bronco is in high demand…and nobody can get one
Creating an intense demand for a specific vehicle is extremely positive news for any automaker. Ford’s issue is that it has produced too few Broncos and delivered even less. If you want a Ford Bronco at this moment, it seems like you’ll have to purchase it at an insane markup from a reseller if you don’t want to jump through Ford’s many hoops.
The fact that consumers who placed orders for a specific trim aren’t getting that model speaks volumes about the hot water that the Ford Bronco is currently in. Sure, it’s an amazing off-road vehicle. As far as off-road chops and add-ons, it checks all the boxes.
If the average person is having such a difficult time purchasing and receiving a Ford Bronco, consumers will undoubtedly spread the word to some degree and look for alternative options. The rivaling Jeep Wrangler is as good an alternative as any.
The Jeep Wrangler is waiting on frustrated Ford Bronco fans
If you’re a fan of capable off-road vehicles, it’s easy to appreciate the Ford Bronco. The Bronco comes in several trims designed for different types of difficult terrain, and its Sasquatch Package takes off-road adventuring to the next level. It is, in many ways, the quintessential small off-road SUV. The only problem is, Broncos are about as common as reasonable gas prices. Sure, they exist somewhere, just not anywhere I’ve been.
If Ford doesn’t fix its supply and delivery issues to meet demand, it is likely to lose consumers to the Jeep Wrangler. The Wrangler has its own problems, but for better or worse, it’s available. Car and Driver gave the 2022 Jeep Wrangler a 7.5/10 rating. Being more available than the Ford Bronco surely grants the Wrangler some additional points among consumers.