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The Jeep Wrangler is a legendary off-roading SUV. That being said, it isn’t known for being the easiest vehicle to maintain. The Wrangler doesn’t offer much as a daily driver to some commuters looking to save money on gas and repairs. The Ford Bronco recently reemerged after being discontinued. Blue Oval fans warmly received the new Bronco, and orders were quickly backlogged. The Wrangler outsold the Bronco last quarter. Does that mean that the Jeep Wrangler is the better SUV to get?

Do the Jeep Wrangler and Ford Bronco appeal to the same type of driver?

A red 2023 Jeep Wrangler small off-road SUV is wading through water.
The 2023 Jeep Wrangler | Jeep

First, let’s address the elephant in the room. The Wrangler and Bronco are completely different sizes. Jeep’s SUV is 167 inches long, 74 inches wide, and 74 inches tall. The Ford Bronco is 174 inches long, 76 inches wide, and 72 inches tall. They are of the same class, not the same vehicle segment. However, both models are off-road SUVs that are roughly in the same price range, so there’s wiggle room to compare and contrast.

Do the Wrangler and the Bronco appeal to the same type of driver? Both models are available in two and four-door configurations. The Wrangler has a maximum seating capacity of four occupants. The Bronco can seat five.

Both SUVs arguably appeal to the same type of driver because they are both synonymous with an adventurous lifestyle. Just look at the way both SUVs are marketed. Jeep and Ford champion their SUVs as paragons of off-roading capability.

So, in theory, a driver in the market for a new off-road SUV could consider the Jeep Wrangler and the Ford Bronco. Now, how do the two SUVs compare when it comes to specs?

The 2023 Jeep Wrangler stays true to its heritage

The 2023 Jeep Wrangler | Jeep

The Jeep Wrangler starts at $31,195. It uses a 3.6-liter V6 engine to make 285 horsepower and 260 lb-ft of torque. The Wrangler gets 22 miles per gallon in the city and 24 miles per gallon on the highway.

Jeep’s small SUV is a beast off-road. Edmunds praises its many customization options and removable doors/top. compliments its on-road handling and available power-sliding top.

The Wrangler comes in a whopping 12 different configurations for different drivers and driving styles. Many upper-trim level models offer higher degrees of off-roading capability. A study by found the Wrangler to be one of the longest-kept SUVs, despite many reports of drivers experiencing mechanical issues with the off-road SUV. The bottom line is drivers love their Jeep Wranglers and tend to keep them for a very long time.

Motor1 claims that the 2023 Jeep Wrangler outsold the 2023 Ford Bronco in the first business quarter of 2023. Does that mean that the Wrangler is a better deal than the new Bronco?

The 2023 Ford Bronco offers a unique ownership experience

A red 2023 Ford Bronco off-road SUV is driving off-road.
The 2023 Ford Bronco | Ford

While plenty of new Blue Oval fans who have never experienced the OG Ford Bronco are interested in the new model, a huge part of the SUV’s appeal is its relation to the most popular iteration of the Bronco. The new Ford Bronco picks up where the discontinued model left off and serves a market where demand for an SUV of its size is stronger than when Ford chose to abandon the nameplate.

The 2023 Ford Bronco starts at $34,595. It uses a 2.3-liter four-cylinder engine to make 300 horsepower and 315 lb-ft of torque. The Bronco gets 20 miles per gallon in the city and 21 miles per gallon on the highway.

Car and Driver gave the new Bronco a perfect overall score. Ultimately, the Wrangler may outsell the Bronco, but Ford’s off-road SUV still has a huge following. The Jeep Wrangler is the better buy for many drivers in terms of affordability and size, but the Bronco can still outsell the popular Jeep model in the next business quarter.


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