Is it True That the Ford Bronco is Helping to Sell Jeeps?

The Jeep Wrangler’s new rival is the 2021 Ford Bronco. Besides stealing headlines, the Bronco has placed the Wrangler in its crosshairs and front and center for comparisons. Now comes word that the Jeep Wrangler had the best sales quarter in its history. 

The Jeep Wrangler had its best quarter sales in its history

The 2021 Jeep Wrangler easily navigates a sand dune and is great for beach adventures
2021 Jeep Wrangler Rubicon 392 | Stellantis

Wait, what? Yeah, the Wrangler sold more during the second quarter of 2021 in spite of the huge focus on Ford’s Bronco. It can only mean that the Bronco is helping to sell Jeep Wranglers. 

Bronco’s big reveal was way back in June 2020. Since that time the Bronco has been delayed, then delayed some more. Don’t forget that the Bronco was supposed to start production in March 2020. Instead, with COVID-19 ramping up Ford put the Bronco on ice.

It waited out the pandemic for better times. Through delay after delay for the microchip shortage, flooding, and more, Jeep has been quietly building out its Wrangler portfolio. One of its newest models is the Jeep Wrangler 4xe, which became the best-selling plug-in hybrid. 

The Jeep brand sold 100,000 units in Q2 2021

A turquoise-blue Jeep Wrangler Rubicon on the 2020 Chicago Auto Show's off-road test course
Jeep Wrangler Rubicon on the 2020 Chicago Auto Show’s off-road test course | CAS

Now total sales in the US for the second quarter of 2021 have spiked almost 20 percent higher year-over-year. Stellantis says it sold 70,000 Jeep Wrangler models in Q2 2021. In all, the Jeep brand sold right at 100,000 units in Q2. 

“The Jeep brand continues its trailblazing performance,” Jeep says in a statement. “It recorded a 19% increase in total sales year-over-year, and its second-best ever second quarter for U.S. retail sales. Wrangler recorded its best quarter ever for U.S. retail sales, while Gladiator posted its best quarter ever for U.S. retail sales, as well as U.S. total sales with 29,962 vehicles.”

Bronco’s two-year waiting list has increased Jeep’s ability to counter Ford’s rival. The 4xe and Wrangler 392 are just part of that assault. Now it is getting ready to launch the all-new Grand Cherokee. 

With no Broncos to buy people must be hopping to Jeep

silver Wrangler 4xe on bridge
2021 Jeep Wrangler 4xe | Jeep

So, with new models, and a focus on the segment through the hype surrounding the Bronco, Jeep has more than capitalized on there being no Broncos. And with Bronco orders filled for 2021 production, those looking to buy one may need to find an alternative. That would be a Jeep.

Whether Jeep can continue this momentum throughout the rest of the year is anybody’s guess. But, so far, all of the hype around its one and only rival, it looks like that hype has helped the Jeep brand. The Bronco has not only not cut into Jeep sales, but it has also brought new buyers into the tent. 

In a year like no other, Jeep is having a year like no other. 

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